Research On Brand Communication Of Zheshang Business Enterprises' WeChat Official Account

Information technology innovation promotes the rapid development of internet technology.With the high popularity of smart phones,the rise of new social media is changing the way people access information,and it also affects the way of dialogue between enterprises and users.Single advertising channels and one-way transmission modes can no longer meet the accurate dissemination of corporate brands in the user community,which requires companies to use more new media to achieve effective brand communication.Public platform,a channel of exalting the brand popularity,is the function modules exploited by Tencent in 2012.Individuals and organizations can open corresponding public numbers for information dissemination according to their own needs.Although the vast majority of Zheshang business enterprises began to consciously carry out social media dissemination,it is worth noting that the social media communication of Zheshang businessmen is still at the initial stage of development.There are many drawbacks and problems from exploration,further development to maturity,such as how to find a target customer group on the WeChat Official Account and how to use the WeChat Official Account to communicate well with the customer,and the difficulty of increasing the reading quantity.In recent years,the second-generation new media become hotter,including direct broadcast and short video."Daimicro(Weibo,Wechat)bonus era has passed"once again enlarged,hungry brand owners are eager to open these new media.Most brand operators are still blindly chasing big streams,without studying how brands build effective value chains through social media,and some even make clear Wechat Official Account.As a fast-growing Chinese car brand,Geely,since 2013,it has explored social media including the Official Account to carry out brand communication,and has built more than 300 top-down public number matrices,from headquarters to sales companies to brands and dealers.Each has teams and funds to support operational with outstanding and excellent influence in the Wechat Official Account of Zheshang business enterprises.Geely Holding Group and Geely,these two WeChat Subscription increased consumers' cognition of the brand of Geely.In particular,Geely has achieved remarkable achievements in the construction and dissemination of brand by the public platform,which provides a reference for Zheshang business enterprises to expand the communication channels and improve brand communication effectiveness in the social media environment.This paper consists of five parts.The first part mainly describes the research background,purpose,theoretical significance,practical value,and it also introduces the research methods and framework.Based on the brand communication theory,the second part defines relative definitions.The third part investigates and analyzes public accounts of the the top 100 enterprises in Zheshang,and puts forward the problems of brand communication.The fourth part proposes appropriate countermeasures according to the theory of brand communication.Besides,it also analyzes the strategy and inspiration of brand communication of the Geely's public account based on its transmission situation.This paper mainly lanalyzing theoretical brand communication of public account.Through combing the development of brand communication of the top 100 enterprises' public platform in Zheshang,this paper analyzes its shortcomings and puts forward the communication strategy with its the spread experience in order to provide reference and guidance to the brand communication of public platform of the Zheshang business.In the end,this paper points out the limitations and shortcomings in the research.