Research On Vivo Mobile Phone Social Media Marketing Communication

With the rapid development of digital technology and information technology,social media has been constantly evolving and changing,profoundly changing the way information is transmitted in the old media era.Whether it is individuals,governments or brands,they use social media platforms for image building or marketing communication.Effectively use social media to develop marketing communication into our research field of vision,how to optimize the content of communication,how to channel and disseminate,how to enlarge the effect of marketing communication,have the significance of academic discussion,and also have guidance for future brand marketing communication.The article selects the emerging mobile phone in the domestic mobile phone brand as the research object,from the communication,advertising,marketing and other disciplines,from a theoretical perspective to interpret the social media marketing communication of vivo mobile phone,explore how it is organized Content and marketing communication.In order to give the brand a social media marketing communication optimization path.The social media marketing communication of vivo mobile phones is launched under the background of policy support and economic growth.The development of technology and the improvement of people's network awareness have created conditions for them.The richness and socialization of media content have given birth to new consumer psychology and behavior.The audience is eager to make decisions on their own,prefer to experience consumption,and brings opportunities for the marketing communication of vivo.Vivo mobile phone marketing communication content and communication channels have distinct characteristics.In terms of content,multiple symbols are presented,which can quickly capture the audience's attention,while gamification design brings the audience a sense of pleasure and participation.The narrative style of humorous humor in the advertising copy,the integration of emotional stories and rational technology,the joint narrative between the brand and the user,make the brand marketing communication rich and stylized.In the communication channel,the core social media has become an important platform for marketing communication.The key opinion leaders of Weibo have a wide influence,the agenda setting enlarges the marketing communication effect,and the interaction between the platforms strengthens the connection between the brand and the users.The spread of word-of-mouth in WeChat triggered the fissile spread of brand information,and the spread of focus promoted the more accurate marketing communication,thus achieving the interconnection of two communication levels.In addition,the marketing communication integrates derivative social media and offline channels to realize the full-scale marketing communication of vivo mobile phones.Of course,the social media marketing communication of vivo mobile phones is also insufficient,the brand image is rigid,the proportion of new products is high,which leads to homogenization and lack of synergy between brands.In response to these problems,a humanized image has been created to enhance content richness and strengthen collaboration among brands.On the basis of the social media marketing communication analysis of vivo mobile phones,the brand's social media marketing communication is inspired.First of all,the content focuses on deep cultivation,highlighting the narrative features and symbolic expressions of content,and motivating users to participate in content production.The communication level is divided into communication levels,and the communication advantages of key opinion leaders and interpersonal word-of-mouth are brought into play to realize the integration of Weibo,WeChat,multi-media platform and offline communication to maximize the effect of marketing communication.