Study On Entrepreneur Image Strategy In Brand Marketing Communication In The Context Of Social Media

The emergence of social media provides a brand-new platform for the construction of entrepreneurial image and brand marketing communication.The Internet economy has brought great impact to traditional industries while protecting Internet companies.Dong Mingzhu is one of the few entrepreneurs in the traditional industry who have high attention in social media.Her entrepreneurial image strategy has brought new brand marketing communication in the context of social media.may.This study takes Dong Mingzhu and Gree as examples,and focuses on how to construct an entrepreneurial image in the context of social media and how to use an entrepreneurial image strategy to conduct brand marketing communication activities.Dong Mingzhu's image has experienced the evolution from overbearing CEO Dong Mingzhu to “net red” Miss Dong,and now she trying to become a “Chinese quality”thought leader.Gree uses Dong Mingzhu's image to carry out a series of brand marketing communication activities using topic marketing,event marketing,and content marketing.Social media users have a higher liking for gree than Dong Mingzhu,Dong Mingzhu's high-profile exposure has increased the visibility of the Gree brand to some extent.Dong Mingzhu's controversial behavior has little impact on the reputation of Gree brand.The negative influence of Dong Mingzhu's image on the Gree brand's loyalty is also not obvious.Brand marketing communication in the context of social media can use controversial entrepreneurial image strategies.Entrepreneurs can appropriately construct distinctive images.In the context of the current era,the image of female entrepreneurs and the marketing of fans should also be taken seriously.The new trend of the entrepreneurial image construction in the context of social media is the transition from the altar idol to the individual ICON,from the rational appeal to the emotional appeal,from the serious image to the entertainment image,and from the passive indoctrination to active excavation.The image management of entrepreneurs in the context of social media should do a good job in word-of-mouth control,exposure control,interference control,and responsibility control.