A Comparative Study Of Durex Brand Marketing Based On "Two Micro" Platform

On February 28,2019,China Internet Network Information Center(CNNIC)released the 43rd "Statistical Report on the Development of China’s Internet Network"in Beijing.According to the report,as of December 2018,the number of Internet users in China reached 829 million,and the Internet penetration rate was 59.6%.The huge user base provides a good environment for companies to spread their marketing in the social media era.In the network environment,WeChat and Weibo have become the main front for a company to conduct external marketing.However,Weibo and WeChat are very different.WeChat is more regarded as a communication tool,and Weibo is considered as a media platform.From a social point of view,there is a difference between WeChat and Weibo platforms.WeChat is based on a strong relationship,while Weibo is based on a weak relationship.It is precisely because there are so many different attributes that it directly leads to differences in corporate brand marketing on Weibo and WeChat platforms.The purpose of this paper is to compare the WeChat and Weibo platforms from different dimensions based on the communication characteristics of the two,so that enterprises can better carry out brand marketing communication,enhance corporate brand value,shape corporate culture,and provide better quality for users.Service.However,when most brands operate WeChat and Weibo,they only use the "two micro" platform as the "notice bar" of the company,lack of professional operators,lack of high-quality marketing content,etc.,making the business value of WeChat and Weibo.Not well expanded.Throughout the academic research,I have written a lot of literature on Weibo brand marketing and WeChat brand marketing,but they are based on their respective directions.The comparative research on brand marketing on the"two micro" platform is basically blank.Therefore,this article combines marketing,emotional marketing,relationship marketing and other marketing theories,with Durex as a specific case,using content analysis,operator interviews and other research methods.Propose a scientific brand marketing strategy.In addition to the introduction,the full text is divided into five chapters.The introduction of this paper explains the origin of research,literature review,research purpose and significance,and the basis of research object selection.The first chapter of the main text mainly defines the related concepts of WeChat brand marketing and Weibo brand marketing,and then the brand marketing is on the "two micro" platform.The theoretical basis of the second chapter;the official WeChat and Weibo platform of Durex as the main research object,from January 1,2018 to December 31,2018 as the time node,with the release of the two in 2018 As text analysis material,this includes the source of the topic,the title style,the comment area,and the specific text content as the research object,and then the multi-dimensional comparison of enterprise marketing on the WeChat and Weibo platforms from the aspects of subject,content and effect;The chapter summarizes the similarities and differences between the two by comparing the results of Durex on the WeChat and Weibo platforms.The fourth chapter uses "Durex" as a specific case to propose the corporate brand marketing in the "two micro" platform.The problem is to avoid marketing misunderstanding;the fifth chapter is to integrate and optimize Durex brand marketing on the "two micro" platform.Development prospects,the development trend of mobile Internet,providing the rationalization of operational thinking on the"double micro" platform,forming a virtuous development of corporate culture.In the research,this paper finds that based on the attributes of WeChat and Weibo platform,Durex WeChat public is biased towards "deep reading" style and precise marketing;while Weibo platform tends to "shallow reading" route and integrate marketing.