Research On The Status Quo And Counter Measures Of Heytea Brand Communication In Social Media

With the development of Internet technology,social media is infiltrating our lives.Social media has the characteristics of openness,communication,dialogue,participation,communityization and connectivity.It not only changes the way people communicate and obtain information,but also affects The mechanism and mode of information dissemination.The emergence of social media such as Weibo,forums,We Chat,and Taobao has provided greater room for innovation in the ways,channels,and interactive mechanisms of brand communication.Therefore,when an emerging concept "Internet black tea" appeared,more and more brands hoped to use this new economic model to obtain rapid brand communication growth,so they began to intervene in social media for brand communication and marketing.Hey Tea is one of them.Leader.The brand of Hey Tea is very representative as a research template.It took the lead in completing the conversion of traffic and entities in the wave of "net celebrity",and took the lead in forming the concept of brand.But at the same time,the negative impact of social media brand communication is also reflected in it,such as being "slave" by traffic and weak differentiation.This research mainly uses case study method and in-depth interview method to conduct an in-depth analysis of the brand growth process and social media brand communication strategy of Hey Tea,and analyze the use of social media in Hey Tea brand communication and the characteristics of social media.Based on the 5W theory,it analyzes the communication subject,communication channels,and communication content of Hey Tea in social media,combined with the experience of internship in the Internet celebrity brand studio,and summarizes the socialization of Hey Tea brand.The deficiencies and problems in the media,and explore the background causes of the problems,put forward strategic suggestions for social media brand communication after Hi Tea,in order to enrich the research materials of brand communication under social media and promote the healthy development of the industry.