Research On Brand Communication Of Bosch Home Appliances In The Context Of New Media

With the consumption upgrade,brand is playing an increasingly important role in the purchase decision-making process.Brands have become an important factor in business competition.However,with the arrival of the new media era,tremendous changes have taken place in media environment which reflect on the transformation of consumers access to information,behavior preferences and the perception of the brand.How to adapt to changes in the environment in the fragmented,information explosion age to do brand communication is of vital importance for enterprises."Bosch home appliances" is one of the flagship brands of BSH,renowned in Europe and the world's well-known international appliance brands.Since entered China in 2004,the brand has been keeping its commitment to Chinese consumers on providing high-quality home appliances and healthy life concept.However,in the highly competitive home appliance market,especially from the competitive brands,the pressure from main stream local home appliance brand is growing.Bosch home appliances earned great reputation on German craft and high-quality in industry,but brand awareness is not high enough.How to enhance brand awareness so that consumers can identify and select Bosch home appliances among different brands is first considered during brand communication.In this essay,taking Bosch home appliances brand communication practice in new media environment practice as an example,based on the theory of brand and brand communication a framework,combined with the characteristics and impact of new media,home appliance industry status and consumption trends,a comprehensive analysis and put forward the corresponding promotion strategy is conducted on Bosch home appliance brand communication.This paper is divided into 7 parts,first introduced the background,meaning and ideas of the topic;the second part is a foundation for the follow-up analysis so that introduces the situation of home appliance industry and Bosch home appliance brand introduction;the third part combines the brand and the characteristics of brand communication in the new media environment.The fourth part uses the theory of brand equity to evaluate the current situation of Bosch home appliances brand come up with the conclusion of raising the awareness of brand is the key for communication.Four main angles contribute to the deep analysis of Bosch home appliances current situation and problems.As a result,a series of suggestions is put forward integrated with the factors of brand situation,new media environment,home appliances industry situation and audience behaviors preference such as increasing investment effort,more cooperation with third parties,the use of integrated communication ideas,the use of new media interaction,attracting audience's interest and participation,achieving the goal of universal participation of interpersonal communication,topic communication and so on.Finally,the article summarizes and analyzes the shortcomings still remains.