Study On The Enterprise Official Micro-blog Communication For Independent Automobile Brands

After years of rapid development,the domestic auto industry has entered the stage of fierce market competition.With the entry of a large number of foreign auto brands,the living space of domestic auto brands has been continuously squeezed.Therefore,it is imperative to build well-known brands into the development of domestic auto companies.The road,especially with the help of self-media platform,has continuously increased brand communication and become an important means for domestic independent automobile brands.Therefore,this study attempts to study the operation of the official micro-blog of the state-owned auto brands from the perspective of micro-blog communication,and proposes suggestions for the problems.Firstly,it collects and organizes data on the existing independent brand research and micro-blog communication in the construction and development,starting from the development of independent brands,micro-blog and state-owned auto brands,and focusing on the research of independent brands.It sorts out the research on what aspects of the independent brand have been carried out in the academic circles,and relies on the research of micro-blog communication and independent automobile brands to summarize the research status of micro-blog communication of independent automobile brands,and to propose the necessity of research.Secondly,this study mainly focuses on the official micro-blog of state-owned auto brands and the micro-blog content of foreign brands.It is published on micro-blog from October 1st,2018 to December 31,2018.By content research.Based on the content analysis method and the theory of communication,the paper compares and analyzes the basic operation status,release ratio and release frequency,content type and communication effect of micro-blog,and presents the micro-blog spread of the state-owned auto brand.The regularity and characteristics of the research are explored,and the status and problems of brand micro-blog communication are summarized.Finally,this study summarizes the research findings of the use of state-owned auto brands in micro-blog by focusing on the qualitative research of state-owned auto brands and the quantitative research.Micro-blog,a state-owned auto brand,has a good operating status in information dissemination,and has formed a strong external communication capability.The form and quantity of the documents are generally rich.Most brands have a strong awareness of publicity and promotion,and the content is more comprehensive.However,there are also shortcomings: Micro-blog publishes content preferences obviously,and the relationship building class and information providing class micro-blogs are released less,while the behavior-guided content content in entertainment content and prize-forward forwarding occupy the main position;there are some independent brands’ micro-blog maintenance is slack,and the operation is relatively loose,not aware of the importance of micro-blog communication.At the same time,we will make corresponding suggestions for the shortcomings,help the independent automobile brands to spread micro-blog and build high-quality brands.