Research On Brand Communication Strategy Of China Southern Airlines On Twitter

In the era of Web2.0,all kinds of new forms of social media,such as Twitter,Weibo,BBS and other information exchange platforms,have developed rapidly.As Clay Shirky wrote in his book "The Future Is Wet",the Internet system of instant interaction makes people break the constraints of region,knowledge and culture,and every audience becomes the producer of information,at the center of network nodes.Compared with traditional marketing media,social media,due to its characteristics of openness,communication,connectivity and community,is more conducive to the interaction between brands and users and to the establishment of brand image.It has become an important tool for many Chinese brands to "go abroad".A central enterprise refers to a wholly state-owned or state-holding enterprise under the direct management of the central government or under the management of the organization department of the central government,the State-owned Assets Supervision and Administration Commission or other central ministries(associations).After President Xi Jinping put forward the "One Belt And One Road" initiative,more central enterprise brands began to go overseas.However,for the state-owned enterprises that want to enhance their brand influence in the world,how to make better use of overseas social media and improve the effect of brand communication is the primary consideration for the state-owned enterprises that want to "go global”.Based on the overseas social media Twitter in China southern airlines brand communication as the research object,select the content within a year,on Twitter on the positioning theory,theory of brand image,brand strategy theory and social media related theory as the support,using content analysis,empirical analysis,case analysisto analyze the communication strategies and communication effect.This paper is divided into five chapters.The first chapter is the introduction,including the reason and significance of the research,literature review at home and abroad,definition of key concepts,research ideas and methods,etc.The second chapter is based on the specific content of China Southern Airlines on Twitter.The third chapter is the conclusion and significance of the research.The last chapter puts forward the research insufficiency and prospect.By the spread of China southern airlines on Twitter content,the empirical analysis can be found that the content of the China southern airlines on Twitter is given priority to with the original information,release time and frequency is relatively fixed,and the content to provide information and relationship,the construction of a class of tweets in the form of multivariate,mainly in the form of words and images combined with Secondly,when China Southern Airlines publishes tweets,it uses rich and detailed labels to facilitate users to find specific content.In general,China Southern Airlines has a high awareness of independent communication in overseas social media Twitter at present.The number and form of tweets released by China Southern Airlines are relatively rich,and the company has a high awareness of independent communication.During the epidemic period,it also actively shouldering social responsibility.Its social media also actively demonstrated its brand concept of "serving customers,loving and rewarding",and conveyed the social responsibility and image of the whole enterprise through a small and specific character story.However,there are also some problems,that is,the interaction effect of social media is not high,and there is a lack of good creative form.Therefore,the managers of social media should start from the humanistic point of view,use creative expression ways to attract the attention of consumers,pay attention to the communication strategy and pertinence of social media,release relevant tweets at the right time,and timely interact with users.From a larger perspective,no matter the brand communicates with overseas consumers through social media,official website or offline activities,the most important thing is to stand in the position of overseas consumers and adopt appropriate cross-cultural communication strategies to communicate with consumers.