Research On The Communication Of Mogujie's Brand In Social E-commerce

Brand has become the only choice for competition among social e-commerce,because the change of Internet from PC to mobile has changed the consumption habits of online users.At the same time,the state has continuously introduced relevant policies to help the development of social e-commerce,so it is well-formed.The brand is especially important in this era.As a new e-commerce representative,Mushroom Street has important theoretical and important practical significance for its research on brand communication.This article takes Mushroom Street as the research object,firstly sorts out the related concepts of brand communication and social e-commerce;from the perspective of policy dividends,information development trends,the important role of opinion leaders in social media,and the gradual standardization of market development.The development trend of social e-commerce.Secondly,it analyzes the specific situation of the three stages of social e-commerce mushroom street brand communication;sorts out and analyzes the positioning strategy,communication object,channel analysis,communication elements and communication modes in the mushroom street brand communication strategy.The main problems existing in the process of brand communication in the social e-commerce mushroom street are: the user's pain points are not tightly grasped,the user participation and sticky phenomenon are double,and the problem of incomplete consumption subsidence and short duration of brand communication is also encountered.Therefore,Mushroom Street should pay close attention to the incremental dividend period,use social ande-commerce dual-charge to promote channel sinking;at the same time,the cultivation of user brand loyalty needs to be valued,and the platform is continuously optimized according to user experience,so that users can Produce usage habits and ultimately enhance user stickiness to the brand.Finally,establish a brand maintenance mechanism to effectively prevent and resolve the crisis that the brand may have.Defining brand positioning is the primary task for enterprises to implement brand strategy through brand communication.Brand information includes brand core value,and audience-centered integration of communication channels.The premise of brand information dissemination is to meet audience needs and explore audience life scenes.The pain point in the middle and penetrate it into all aspects of marketing,thus forming a closed loop of brand communication.