Study On Huawei's International Communication Strategy Based On Social Media

Under the background of globalization,more and more internationalized enterprises in China are expanding overseas.Social media has brought new opportunities to brand international communication.Huawei ranks ahead of other domestic enterprises in the three aspects of enterprise strength,brand value and international communication ability.It is of theoretical value to study the international communication strategies of Huawei's social media,and it provides reference for other domestic enterprises in the international communication.The dissemination subjects of Huawei's social media on Facebook,Twitter and LinkedIn platforms are sorted out and analyzed.This thesis studies the content of Huawei's social media published on Facebook,Twitter and LinkedIn platforms from January 1,2018 to December 31,2018 through divide content into different categories,coding,and analyzes the interactive field,interactive focus and interactive information flow direction of Huawei social media.The research results show that the international communicators of Huawei social media present three-dimensional layout features.Huawei's social media uses expert vocabulary and shares positive emotions,with the theme of communication both scientific and humanistic,and communication content shared by different multi-media.Huawei social media forms a closed loop of Internet flow growth through multiple interactive fields coupling,filter users accurately by setting interactive focus.The results reflect that Huawei's social media communication strategy has the following problems: unidirectional theme,lack of creative expression on communication content,lack of consideration of time difference,unichannel of communication and homogenization of communication strategies among different platforms.After a comparative analysis with Cisco,Ericsson and Coca-Cola's social media communication strategies,the thesis also puts forward some suggestions,such as the optimization of communication theme structure,the enhancement of creativity in communication content,the more precise planning of the posting time,the integration of communication channels and the customization of the communication platform strategies and etc.