The Research On Brand Communication Of Chinese Modern Service Brand In Social Media Twitter

With the further development of economic globalization,the pace of China's integration into the world is accelerating,and the internationalization of Chinese brand is growing rapidly.The "Global Top 500 Brands in 2018" report shows that Chinese brands account for 15%,second only to the United States,and the Chinese modern service brand,which directly reflects China's National Image,its share in the international market is increasing day by day.Based on the platform of foreign social media Twitter,this paper selects Air China,Alibaba and China UnionPay as the research objects.By combing the theories of modern service brand,social media,intercultural communication and so on,and on the basis of reading a large amount of literature and data analysis,studies the brand communication of Chinese modern service brand in foreign social media,analyzes the spreading features,ways and status of the Chinese modern service brand in foreign social media,and proposes suggestions based on the situation at home and abroad.This paper is divided into five parts.The first part introduces the research background,core concepts,innovations and difficulties,combs domestic and foreign research theories of brand communication,intercultural communication and modern service brand industry development,and expounds the research steps and methods.The second part summarizes the current status of modern service brand in the international market.The third part is the sampling analysis of tweets issued by Air China,Alibaba and China UnionPay based on the Twitter,and constructs time of release,news source,tweets form,tweets content,intercultural communication mode,like number,forwarding number and review number.Using the content analysis method and summarizes the characteristics and current situation of Chinese modern service brand in foreign social media.The fourth part compares and analyzes Air China and Singapore Airlines,Alibaba and Amazon,China UnionPay and VISA.Finally,on the basis of the research,combined with the development status,and proposes the dissemination strategy of Chinese modern service brand.The study found that the spread of Chinese modern service brand in foreign social media is relatively single in form and content,the intercultural communication is mainlybased on Chinese elements,the interaction with users is poor,and the influence of brand is weak.Finally,based on the research results and dissemination status,the paper summarizes the four-point proposal for the dissemination of Chinese modern service brands in foreign social media,and hoping to provide some inspiration for the international development of Chinese modern service brand.