通信技术和互联网技术的不断革新，推动了传播技术的快速发展。新传播媒介的出现和应用，成为影响当前媒介生态的重要因素，整个传播环境正在发生日新月异的变化。在网络传播领域，从最初的门户网站、搜索引擎、论坛、视频网站，到如今的博客、微信等社交媒体，人们正在适应已经对社会大众日常生活产生重大影响的移动互联网时代。从传统的营销方式，到互联网时代的营销模式，再到移动互联网时代，众多企业以更加个性化和精细化重塑企业品牌，致力于开创一种差异化的竞争路径。不管是在新闻传播领域，还是在品牌营销领域，一个与过去迥然不同的新的传播时代己经悄然来临。市场经济条件下，为了快速且大面积地占领市场份额，赚取高额利润，越来越多的企业试图与新旧媒体共同合作，打通线上与线下宣传通道，不惜花费巨资在广告投放上。即使如此，还是有大量企业找不到生存的法宝，与大企业在规模和资金上无法抗衡，自身又面临着技术与管理的问题，这些大大小小的问题限制了企业发展，也阻碍了品牌传播。在利用社交媒体进行企业品牌传播上，雀巢“笨NANA”冰淇淋具有一定的代表性。其利用较小的投放费用成功地促进了产品的销售，让使用该产品成为一种时尚，进而演变为一种社会现象。可以说，通过“笨NANA”这场营销战，雀巢掌握了在社会化媒体环境下的生存法宝，它的广泛成功是论文论述的前提。网络新媒体的出现，无疑迎合了市场的需要，满足了当前人们快节奏的生活特点，与web1.0时代的品牌营销格局有着很大的不同。社会化媒体自身所具备的广泛参与性、对话交流性及社区化等特点更适合企业进行品牌营销。论文通过分析雀巢“笨NANA”冰淇淋这一个案，指出企业在运用社会化媒体走品牌化道路的特点、优势，存在的不足及改进措施，并提出了企业在品牌营销方面的创新策略，具体表现为：通过社会化媒体获知消费者意见或通过策划活动，较有针对性制造机会来收集消费者意见的意见召集策略；通过和消费者的直接接触得到目标消费群的最真实材料的粉丝代言策略；把网上和网下的活动结合起来的线上线下联动策略；社会化客户关系管理的Social CRM策略；充分利用信息传递及时性和互动性的实时互动策略。论文旨在借鉴已有研究成果的基础上，提出新的研究视角，激发新的研究灵感，为企业品牌社会化媒体的传播研究提供参照。

Innovation of telecommunication and Internet technology promotes the rapid development of communication technology. Emergence of new media application,the impact of the current media ecology become an important driving factor in the whole communication environment, which is undergoing rapid changes. In the field of network communication, from the first few major portals, search engines, forums, videos, to today's blog, micro blogging and other social media, people are adapting to the changing social life which is greatly affected by the new media. In this past decade, brand or company marketing also witnessed a revolutionary change. Old, familiar concepts and models are falling apart. Marketing professionals are experiencing a new stage of history. Social media scholars have become the focus of industry attention while companies are exploring the new path to profitability. No matter in the field of dissemination of the news, or in the field of corporate brand marketing, a brand new and different structure of thinking has been quietly spreaded.The reason for this can be attributed to factors including advance in technology and the market economy in two ways. Advances in technology provides a foundation for the new means of communication support. It is the source of constant technology innovation and breakthroughs; Market economy seeks to promote better mental power oriented marketing methods. For the purpose of brand marketing, many companies sought through various ways, including mess advertising, public relations, holiday promotion, personal selling, direct marketing and other brand communication tools, to influence consumers. But they always faced the dilemma of high cost of brand communication, and increasingly difficulty of communication. The emergence of social media is no doubt the way to meet the needs of the marketing. It can satisfy the need of fast-paced life of current people. Compared with the traditional media, new social media is more profitable for businesses and becoming corporate marketing competitive tools.Therefore, this research project is developed with background of the brand communication using social media marketing. Through the analysis of Nestle "stupid NANA" cream cases, this research covers how to use social media, brand characteristics, improving measures proposed and adapted to the new corporate brand strategy, how to use social media to propagating brand. This research refers to existing research results, is trying to propose new perspective for the corporate branding through social media.