Study On Brand Communication Of The Xintiandi·Shanghai Under The Perspective Of WeChat Public Accounts

In the era of new media,the channels of communication are enriched in multiples.According to the emergency of the new media and the reborn of the traditional media,the great reformation of media environment has changed the approach people obtain information and communicate with each others.And the exist of the new media coursed the changing tendency of the modern reading style,such as pollination,interaction,and multimedia fusion.In this situation,brand communication is facing unknown opportunities and challenges.This paper focus on an effective way of brand communication by WeChat official account in the period of the drastic competition between current media.Meanwhile,the WeChat public platform is chosen as the observer,and the brand communication of Xintiandi·Shanghai is taken as an example to observe.The brand communication target of Xintiandi·Shanghai WeChat official account is determined,including the short-term sales target and the long-term goal about establishing brand image and establishing consumer relationship.And the interview method and the data studies method have been adopted in the following study to analyze the macro-strategy of "Xintiandi·Shanghai" such as brand positioning,brand communication target,channels,theme and so on.Furthermore,according to the way of consumer purchase process,the brand communication strategies,such as cognitive strategies,memory strategies,action strategies,loyalty strategies have been refined.Finally,the propagation effect which is reflected in the accumulation of five dimensions which called brand recognition,brand acceptance,brand association,brand loyalty and brand premium.These five brand equities have been measured through the analysis of "Xintiandi·Shanghai" WeChat official account data and the audience attitude survey.The consequences have shown that the sales of Xintiandi·Shanghai have been already promoted,the communication effect in the first four dimensions of brand equit performed well.However,the value transfer in brand premium needs to be further developed.The brand positioning has been seen as the core by “Xintiandi·Shanghai” WeChat official account to shape the image of “high-end fashion + historical gene”,which effectively promoted the transmission of brand value.The tooling function of WeChat official account has greatly strengthened the relationship between fans and itself.WeChat communication has stimulated the activity of fans.All of these good references are worth for other brands.On the other hand,the operation of the “Shanghai Xintiandi” WeChat official account still needs to increase efforts continuously to increase the number of fans,forward and collection rate and increase the brand premium.