Research On The Construction Of Brand Communication Context In The Background Of Mobile Internet

With the development of Internet technology,consumers' media use terminals are transferred from a relatively fixed PC end to a mobile terminal represented by a mobile phone.Therefore,major industries have entered the era of mobile Internet,and the traditional way of corporate brand communication has been affected as never before.Brand communication itself has undergone tremendous changes,such as the complexity of the types of communication subjects,the diversity of the media,and the more creative content.The attention economy and speed supremacy pursued in the PC era are no longer effective.Consumers are pursuing the right information and services at the right time.Major enterprises are also beginning to pay attention to the consumers' next intentions.Brand communication must find another way to find more.Effective ways to enhance the influence and visibility of brand communication.Therefore,the personalized characteristics of the mobile Internet era will prompt enterprises to present more and more prominent and consumer-centric context features in brand communication.The spread of the context has been valued by major companies,and has become a core element of the mobile Internet era.The context is a relatively new concept,and its research is not mature enough.In the era of mobile Internet,brand communication has encountered bottlenecks,and contextconstruction will become a key way to overcome this bottleneck.This paper explores the core issue of how to build a brand communication contextin a mobile Internet environment,and extends some sub-issues from the core issues:What is context?What are the classifications of the context?What is the significance of context construction for brand communication?How are virtual contexts,real-world contexts constructed and constructed in the same way?Finally,on the basis of the context construction analysis model,the paper proposes the optimization strategy of the enterprise's brand communication context construction,that is,giving the brand temperature through the context story,using the community to maintain the brand advocates,enhancing the innovation ability of the context elements and makes full use of five powers of the context.