Web-based interactive brand communication research
|School||Central South University|
|Keywords||Interactive network Brand image Superiority Integrate|
With the development of online media , more emphasis on the brand's image communication system integration of various factors , emphasizing the dissemination of information consistency. Enterprises in the communication with the audience , pursuit and users to establish long-term, two-way, to maintain the relationship lingers . Thus, for enterprises, brand image communication to be effective , you want to win, you must dissemination of innovation . Network communication interactive features , changing the past brand communication process traditional, individual communication channels , individual communication process for the orientation of the model , and formed a multi-directional , diversified, real-time characteristics of the new brand communication mode . Based on the network theory and practice of brand communication to organize research , in-depth analysis of the business is how to use the interactive nature of the network spread brand image . Summed up the interactive communication networks and other traditional media brand image compared to the communicators , communication mode and user aspects of the special significance and advantages. Therefore, the network is to enhance the brand image of interactive communication effects of the important ways and methods. This article also combined with business practices in brand communication networks that exist in a variety of specific issues , analyzes the content and the way brand communication challenges and problems , put forward to promote the spread of the network brand suggestions and countermeasures . Companies should be incorporated into the interactive network of integrated marketing communications brand vision, and sales promotion, public relations strategies. Specific to the strategy, enterprises should integrated and coordinated various forms of communication , with the help attract attention , directed search , communication strategies such as one-stop service experience as well as a clear brand image will effectively pass information to the user.