公众号品牌传播策略分析以广州市城建开发集团名特网络发展有限公司为例摘要：随着互联网新科技应用的不断迭代，各类新型媒体犹如雨后春笋般发展起来，这潜移默化的改变了人们的阅读习惯，因此合理利用消费者的“碎片化时间”，使用微信公众号进行企业品牌形象展示与传播能够有效快速的传递企业形象，以一个自然舒适的方式让消费者接收企业的品牌信息，最大化企业输出的价值。随着公众号越来越受到各大企业的重视，每家企业的品牌意识参差不齐，缺乏专业的品牌宣传队伍，导致大多数企业类的公众号内容单一，包含大量“硬广”信息，用户体验较差，缺乏与粉丝进行互动，难以维持粉丝黏性。本文首先阐述了品牌传播策略的概念与传播方式，根据目前企业类公众号品牌传播策略的现状深入研究广州市城建开发集团名特网络发展有限公司的微信公众号在宣传企业品牌形象过程中产生的作用，进而发现名特网络公众号的品牌传播策略的优势与劣势，运用市场营销等基本理论知识优化利用微信公众号进行企业品牌传播的策略，为企业更好地利用公众号来推广和传播品牌形象提出建议。关键词：品牌传播策略，微信公众号，企业形象Research on WeChat Official Accounts Brand CommunicationStrategyAbstract:With the continuous iteration of the application of new Internet technologies,various newtypes of media have sprung up.This has subtly changed people's reading habits.Therefore,consumers'"fragmented time"is reasonably used,and WeChat Official Accountss are used for businesses Brandimage display and dissemination can effectively and quickly convey the corporate image,allowconsumers to receive corporate brand information in a natural and comfortable way,and maximize thevalue of corporate output.As the official account is more and more valued by major companies,thebrand awareness of each company is uneven,and the lack of brand publicity teams has led to a singleofficial account content for most companies,which contains a large amount of "hard and wide"information.Poor experience,lack of interaction with fans,and difficulty in maintaining fan stickiness.This article first elaborates the concept and method of brand communication strategy.Based on thecurrent status of the corporate brand communication strategy of the corporate public account,this articledeeply researches the WeChat Official Accounts generated by Guangzhou Urban ConstructionDevelopment Group Mingte Network Development Co.,Ltd.in the process of promoting the corporatebrand image.Role,and then discover the advantages and disadvantages of the brand communicationstrategy of the Mingtenet public account,so as to optimize the use of WeChat Official Accounts forcorporate brand communication strategy,and make recommendations for companies to better use thepublic account to promote and disseminate the brand image.Keywords:brand communication strategy,WeChat Official Accounts,corporate image目录第1章绪论…111.2文献综述....................1.2.1国外研究21.2.2国内研究21.3研究方法和内容31.3.1研究方法..31.3.2研究内容第2章品牌传播策略相关理论概述552.2品牌传播的方式。52.2.1广告传播2.2.2公关传播2.3公众号品牌传播发展现状概况。2.4利用公众号进行品牌传播的重要性2.5企业类公众号的品牌传播现状分析..992.5.2目前公众号品牌传播成功案例…102.6本章小结.10第3章广州市城建开发集团名特网络发展有限公司现状概述.1131名特公司简介…113.2名特公司主营业务概述113.2.1主打品牌“品智悦邻”113.2.2智能化运维平台.…123.3本章小结.12第4章名特公司品牌传播策略实施现状分析134.1名特公司现有品牌传播渠道概述.。134.1.1地产平台销售辅助宣传.……4.1.2产品二维码标签..441.3“品智悦邻”与“名特网络”公众号.…144.2名特公司公众号品牌传播策略实施效果分析.。154.2.1成功搭建“品智悦邻”公众号.…154.2.2成功搭建“名特网络”公众号154.2.3二维码为公众号成功引流粉丝154.2.4名特公司公众号品牌传播策略目前存在的问题分析154.3名特公司品牌传播策略优化建议.·174.3.1开设品牌传播培训，提高品牌认知力.....1743.2开设品牌传播培训，打造品牌宣传队伍。14.3.3建立长期可行的长期公众号品牌传播计划..·84.3.4打破微信公众号图文固化思维，提供高质量内容输出.....184.3.5打造粉丝社群，增强粉丝黏性.…·184.4本章小结19第5章结论.20参考文献：…