Community-Based Enterprise Portal: the use of brand communication

A few days ago to write an article web2.0 era: corporate web site of the community, this article is mainly about the web2.0 era of enterprise sites should keep pace with the issue, the people need is interaction, communication, dialogue. So Enterprise Portal article from "Blackboard" to "BBS" change. &http://www.aliyun.com/zixun/aggregation/37954.html ">NBSP; Why should we set up a community Enterprise Portal? This is my master's degree thesis to solve the problem. The core is: the change of traditional media communication environment, the change of audience information acceptance form, the change of traditional media role These three aspects are the core level. Traditional media environment changes: TV channel expansion, newspaper expansion, outdoor media uncontrolled development. Caused the spread of proliferation, the audience's attention is greatly diluted, the spread of the effect of a large discount. At the same time because of the increase in advertising resources, widely told the homogeneity and advertising performance of the generalization, greatly enhance the advertising environment noise, so people often remember an ad, but do not know what product, or remember an advertisement, but thought it was another brand. The spread of communication and the spread of advertising noise will inevitably promote the role of traditional media to change. In the traditional advertising theory, the effect of advertising is the transmission of the mass media in the country. So now the advertising is so rampant, the spread of mass media whether the sea can be effective? Largely questionable? The crowded advertising period, the increasingly bullish advertising quotes Therefore, the decision to brand advertising can only be the shortest incident within the issue of their own unique voice. How to achieve brand persuasion in short events? This involves the role of traditional media: Persuasion? or tell? We can imagine 7.5 seconds of advertising can instill how many brand propositions, if persuasion can reach to what extent, if you want to achieve in 7.5 seconds to convince a little bit of wishful thinking, then what is the value of 7.5 seconds? ----sign! Attract attention. If the role of traditional media from persuasion to "inform, attract attention," then how to achieve brand persuasion, the depth of the spread of the brand? The behavior pattern of consumer in the network age is: Aisas, attract attention-interest-search-action-share. So the port that triggers the consumer's brand information is to attract attention, tell them your existence, how people attract attention, and that is the need for great ideas. Therefore, media flooding now, "poor media" function is to inform attention, "rich media" function is the depth of communication, in-depth interaction, to achieve brand persuasion. Therefore, the core function of establishing a community portal is to "poor media" to inform the audience, how to let consumers "search" to enough information, and then have the question of how people and brand dialogue, how to talk with the brand consumers? The availability and dialogue of adequate information is key to enabling consumer action. Therefore, the Community portal site is the main battlefield of information dissemination in the network era. Cao Fanghua and horizontal interactive creative institutions advocate the opening of the Enterprise Portal as the core network integrated marketing communication is based on the current media environment changes, consumer information acceptance patterns change, traditional media feel the change. To Enterprise Portal as the core of advertising campaign, line online under the combination of "rich and poor" media to achieve the brand depth of communication. At the same time through the Enterprise Portal to let brand fans converged exchange, to achieve brand fans of mutual influence and word-of-mouth spread.