Research On The Communication Strategy Of Domestic Mobile Phone Brand From The Perspective Of Participatory Communication

The development of the Internet and mobile communication technology has broken the monopoly of information flow by traditional media in the mass media era.Under the empowerment of new media,traditional audiences are combined with production materials such as information production and communication tools.Changes in production methods have further caused changes in production relations,and the autonomy and initiative of audiences have been greatly improved.The social cognition of "passer-based" to "recipient-based" has gradually changed,and it is a new pattern of user participation that is mapped to commercial brand building.Domestic mobile phone brands represented by Xiaomi took advantage of the trend to build user participation platforms and improve participation and feedback mechanisms.It not only promotes user aggregation and internal discussion,but also realizes the deep participation of users in system research and development,brand promotion and other links.It has a distinctive feature of participatory communication,and virtually builds a solid moat for brand development.The first chapter is the introduction,including the research background,significance,research status at home and abroad,and research methods of this article.The second chapter combs through the development of my country's mobile phone market and the course of brand communication,and reveals that the mobile phone market is facing the predicament of stock competition,insufficient user loyalty and a shift in consumption tendency from the perspective of market and users.The third chapter takes the Xiaomi mobile phone brand as a case,and analyzes the application of participating communication in the process of Xiaomi mobile phone brand communication from the three perspectives of user subjectivity,media access and participation in participatory communication.The fourth chapter puts forward the current problems that domestic mobile phone brands still exist in the process of practicing the theory of participatory communication: lack of user awareness of participation,low continuity of participation,insufficient offline participation,etc.,and then put forward targeted solutions.In terms of activating user subjectivity,it is possible to publish entertaining interactive content and establish multi-directional invisible links.In order to ensure the use of user media,it should strengthen the construction of localized channels,simplify the activity process,and improve the quality of participating users.In terms of participation and interaction,it can be Gradually open up more participating content,so as to realize the effective application of participatory communication.