| The central document states in 2015:"the strong support of electricity, logistics, trade, finance and other agriculture-related enterprises to participate in e-commerce platform construction, and develop the comprehensive demonstration of e-commerce renter into the countryside.market". Agriculture related enterprise are sharing the big policy support, but its brand communication development compared to other industries is still not optimistic. The rapid development of mobile Internet, with its advantages in the dissemination, has been paid more and more attention by many other industry, which point out an direction for branding improvement of the agriculture-related enterprise.Firstly, the brand communication current situation and existing problems were analyzed in this paper; secondly, the correlation between mobile Internet and brand communication are analyzed. Mainly analyze from the spread of the audience, the propagation environment, the propagation characteristics, propagation mechanisms, communication mode, etc. And then summed up the branding strategy that the agriculture enterprise should take based on the environment of mobile Internet. Finally, in order to test the feasibility of the countermeasures and sum up the branding strategy of agriculture-related enterprise based on the Mobile Internet which can be widely spread.an empirical analysis were made by choosing typical agribusiness.Brand communication strategies based on the mobile Internet are summarized as four points:First, brand building stage-Mricoblog and WeChat connect alternately. Second, marketing spread stage-official website and microblog connect alternately. Third, customer relationship management stage, asocial networking and WeChat connect alternately. Fourth, promotion stage, business platform, video, photo sharing and search engine connect alternately. |
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