The Path and Value of User Participation Construction in Brand New Media Marketing

Ziqing Liu

doi:10.54691/bcpbm.v19i.853

Authors

Ziqing Liu

DOI:

https://doi.org/10.54691/bcpbm.v19i.853

Keywords:

Dong Mingzhu, Brand Marketing, New Media Operation, User Participation, Personal Branding

Abstract

Under the Internet communication ecology, the number of China’s self-media has exploded, and enterprises have built their social accounts to form brand marketing, which has become a communication force that cannot be ignored. Nowadays, under the leadership of the chairman Dong Mingzhu, the national home appliance manufacturing brand "Gree Electric" has firmly grasped the new media operation, and successfully created online marketing with both sales and word-of-mouth. This paper takes the operation strategy of the Weibo account "Dong Mingzhu's Self-Media" as an example, analyzes the content, data and cases to conclude the reasons for its success, and tries to explore the build path and value of the sense of user participation, to provide a certain reference for the new media operation of China’s enterprises.

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