Research On Entrepreneurs' Personal Brand Building From The Perspective Of Interactive Communication

As a very important part of the corporate brand system,the personal charm of entrepreneurs will have a direct impact on the public and investors.Therefore,the entrepreneur's personal brand building is particularly important.In the era of traditional media,the entrepreneur's personal image is mainly communicated to the audience through the form of media publicity and reporting.This is a passive media image construction.However,in the era of social media,the decentralization of discourse has made personal brand building more channels,especially the use of social platforms.The core of social is interaction,that is,communication and conversation,and its communication and interactivity are conducive to the emotional connection and maintenance between entrepreneurs and audiences.This article will adopt the methods of literature analysis,content analysis and case analysis,,based on the perspective of interactive communication,select the domestic representative entrepreneur's personal brand as the analysis object,and try to analyze the construction behavior of entrepreneur's personal brand on the social media platform.This article believes that the current entrepreneurial brand building is still in its infancy,regardless of the degree of attention or implementation,it still lacks active construction.In addition,the main position where entrepreneurs are active is still micro-blogging,but some entrepreneurs realize the importance of developing WeChat platforms.Compared with micro-blogging,which is massive in information,fast in update,and small in size,the WeChat platform is more suitable for in-depth content,which will be the "new battlefield" for entrepreneurs' personal brand building.