Abstract:

There are various users on Wechat which has numerous functions and has unique characteristics of the information dissemination. This paper firstly describes the value of publishers’ brand communication on Wechat. Secondly, it analyses current situation on Wechat of publishers’ brand communication. At last, it gives a specific research on publisher’s brand communication strategy on Wechat, including brand positioning and functional positioning, differentiated and personalized communication, multi-channel linkage communication, the entire personnel communication, etc.