Case Study Of IBM China's Social Media Branding Management

With the increase of China's national strength in recent years,the Internet era is coming.With the support of the dividend of the Internet,the new media industry has also completed the complete evolution from traditional to online.This is an era of more and more rapid information,for the vast majority of enterprises,the significance of brand is naturally more important,and has become a strong barrier for enterprises to survive in the commercial market.In recent years,with the rapid growth of tens of thousands of Internet companies in China,it has formed a huge impact on the established foreign enterprises.In terms of market,technology,operation and management,brand and many other aspects,the fast-growing enterprises from China are increasing their industry status and market share every day.IBM China is a typical traditional foreign company as well as an American technology giant with a history of 100 years.At the same time,the balance of platform and market composition has clearly tilted in favor of the more innovative new Chinese Internet players.,on the other hand,in recent years,with the aid of the Internet era of dividends,domestic brand market mode of transmission and spread of logic with the aid of numerous Internet new media platforms(such as We Chat platform,Toutiao,Douyin,etc.)to complete the complete upgrade,media also have simple company website or vertical BBS gradually transform to the various new media platforms.However,IBM China currently has many problems in its brand communication management of new media,which leads to poor brand communication management effect in new media.The research content of this article is to the brand new media era as the background,with IBM China the enterprises as the research object,from the United States of the current new media brand communication management of brand communication channels,interactive content is low,the event does not spread with a good amount of dislocation and brand communication and product marketing channel and other major question for research.This paper analyzes the reasons for these problems,including the lack of research on different new media platforms,the obstacles of internal compliance management,the lack of professional brand communication team,and the confusion between brand communication and product marketing.And for these problems are given such as: Matrix platform to develop powerful new media,new media content such as how to improve,to form a new media brand communication team details as the improved scheme,in the outside,also pointed out that IBM has been missing in the new media brand communication in China market demands of ability(such as broadcast,star entrepreneurs,etc.),and the ability how to ascend or shape are described.These existing problems and the lack of capability all lead to the lack of enough good communication space for IBM China's new media brand communication,and also lead to the poor performance of IBM China's new media brand communication management.This paper will use the method of case analysis to analyze and discuss various problems existing in the brand communication management of IBM China under the background of the current new media brand era as the main body of the case,to determine the causes of the problems,and give corresponding improvement plans,as well as how to enhance the lack of individual abilities.At the same time,it is also hoped that this study on the management of new media brand communication of IBM China will provide some enlightenment and reference significance for the new media brand communication management of the majority of traditional foreign enterprises of the same type in the domestic market of China.