Research On Brand Communication Strategy Of State-owned Enterprises Based On WeChat Public Platform

In the social media era,the inherent mode of brand communication has changed,and brand communication based on the WeChat public platform is an important part of corporate brand communication in the social media era.As a "pillar of the national economy",state-owned enterprises have the dual characteristics of profitability and social functions,shouldering the public functions of the state and society,and the unique communication attributes determine the uniqueness of their brand communication.In the new era of brand building rising to the national strategic level,state-owned enterprises are facing a new situation of mergers and acquisitions and capital listing,improving the"self-talking" propaganda methods of state-owned enterprises,and the importance of rebuilding the brand image of state-owned enterprises has become increasingly prominent.This article first sorts out the research status of brand communication and stateowned enterprise brand communication,and elaborates the related concepts and connotations of brand,brand communication,enterprise we media,and WeChat public platform.Based on this,the significance of WeChat public platform for corporate brand communication is analyzed.The article selects the representative Sinopec in the stateowned enterprises as the research object.It uses a combination of quantitative and qualitative methods to systematically analyze its current status and content of brand communication on the WeChat public platform.Based on this,combining the relevant theories of brand communication,creatively proposed the six dimensions of state-owned enterprise brand communication,which are product text,corporate culture,service satisfaction,marketing dialogue,entertainment interaction,and public welfare communication,and conduct detailed and in-depth discussions on these six aspects,based on the content analysis,Sinopec's strategy path and method mechanism for brand communication on the WeChat public platform are relatively systematically refined.Specifically,the following methods of "Sinopec" brand communication on the WeChat public platform are worthy of reference for state-owned enterprises:In the dissemination of "product text" content,the use of news events and appeal to the senses to form a quality and life-loving brand image;During the dissemination of "corporate culture" content,the three topics of scientific and technological innovation,technical elite and petroleum spirit were highlighted,and a brand image with ideal and good innovation was outlined;During the dissemination of content of "service satisfaction",the two principles of continuous satisfaction and immediate response were adhered to,and a brand image of willingness to listen and excellent service was established.In the dissemination of "marketing dialogue" content,the use of discounts and interactive sweepstakes to create a brand image that is able to perspective-taking and give away the profit moderately;During the dissemination of "entertainment interaction " content,a unique style of fixed columns and interactive personality was formed,depicting an interesting and communicative brand image;In the dissemination of "public interest" content,adhered to the two principles of openness,participation,and complementary advantages,to create a responsible and trustworthy brand image.Finally,based on the analysis of Sinopec's official WeChat brand communication effect,aiming at the problems of disjointed discourse system in the process of brand communication,serious homogeneity of content,low frequency of interaction with the audience,and lack of affinity for the brand image,some supplementary strategic suggestions were proposed.Based on the WeChat public platform,the communication subject of state-owned enterprises should change their ideas and explore a modern discourse system;integrate content to create diversified communication issues;cultivate a three-dimensional interaction model to promote the maintenance of relationships;and use a personified image to resonate to reshape the brand image.