Brand Communication Under The New Media Environment

With the advent of information age, the Internet and intelligent mobile terminal technology has seen rapid development and there are more and more users of web sites, Weibo and We Chat. To keep abreast of times and have the upper hand in ever increasingly fierce market competition, more and more enterprises begin to disseminate brands, convey information to users and shape corporate image through the three new platforms. This paper analyzes and compares the dissemination content of corporate web sites, Weibo and We Chat in new media times, sums up their advantages and disadvantages and puts forward some suggestions regarding marketing of Chinese enterprises through corporate web site, Weibo and We Chat, hoping to offer some inspirations to enterprises to better disseminate brands through the three platforms.Based on the new media dissemination, the paper has taken the Chang'an automobile as a case to make a quantitative analysis on the official website, Weibo and Wechat, conduct a comparison about the number of the releasing information, timeliness, authority and communication contents and means and improve the experience of brand dissemination on the basis of the descriptive analysis. The paper can be divided into three parts. The first part is to mainly define the relevant concepts and shed light on the basic content and situation of the official website, Weibo and Wechat public account; the second part is to analyze and compare the daily information releasing, the content index, interacting situation and forms indicator of the official website, Weibo and Wechat public account by employing the content and case analysis; the third part is to put forward the suggestions to foster the brand dissemination of the company in terms of the improvement in the content production, platform building and multimedia interaction on the basis of the comparison between the advantage and disadvantage of the official platform dissemination. More importantly, the innovation of this thesis lies in that firstly it sets research target on brand communication of car enterprises putting forward the study of enhancing thinking pattern and enriching brand image construction of brands of car enterprises; secondly, based on local cases, this thesis takes brand communication of Changan Car as study case to analyze, which rendering the research results more persuasive with better local practice values.