Research On Personal Branding Of Micro-business In The Perspective Of Interactive Communication

Relying on the development of the Internet and new media technologies,the micro-platforms represented by WeChat and Weibo are widespread used which has been the mark of the era of “micro-propagation”.A new business model based on micro-platform and social communication named micro-business emerges as the times require.The micro-business has been growing since its inception in 2013.It has been a huge economy with more than 30 million operators,becoming an entrepreneurial trend that inject vitality into China's economic development.On account of the huge scale and rapid developing speed,the industry has many problems such as low barrier to entry,combined with poor supervision,which lead to industry chaos.There are many problems and hidden dangers,once encountered the reputation of Waterloo.Until the promulgation of the "E-commerce Law",it is legally stipulated that micro-business crowd are regulated as e-commerce operators.Micro-business then step into a new era of legal compliance.Under such a circumstance,the micro-businesses industry which relies on social media development need to seek new development paths.Micro-business must abandon the viral marketing of the past.In the era of "micro-propagation",we will take advantage of the network economy and pay attention to the potential power of interactive communication.Based on this,this paper makes a detailed study on the interactive communication effect of micro-business in micro-platform.Through the research on the psychological and behavioral effects of interactive communication,combined with the data analysis of the questionnaires,the conclusions of the influence of interactive communication on consumers are obtained,then propose to improve the interactive communication effect strategy,that is,to optimize the interactive communication mode and strengthen the integration effect.As a kind of network economy,how to build excellent personal brand in interaction is also one of the focuses of this paper.Nowadays,in the era of brand economy,brands are increasingly becoming an indispensable element in the fierce market competition.The micro-business is also bound to develop towards a branded and formalized road.Building a personal brand is also essential for enhancing its reputation.It is the advantage that other e-commerce platforms cannot replicate.This paper expounds the three parts of micro-business personal brand positioning,personal identification construction,personal brand communication and promotion,then analyzes the possible misunderstandings in shaping personal brand,and finally proposes a solution strategy.In summary,this article will analyze and elaborate the three parts of the development status,interactive communication effect and personal brand construction of micro-business in the context of “micro-propagation”,trying to find a viable solution that transform the development thinking of micro-business,reshape the micro-business group portrait,and optimize the e-commerce ecological environment.