Research On Interaction-Dissemination Of Brand Based On The Consumer's Angle

The brand dissemination is one of the most popular topics in Chinese marketing field currently; the domestic and foreign authoritative scholars' research indicated that the essence of the brand formation is setting up a good relationship between brand and consumer. Reviewing the existing brand research, almost all scholars put all energy from enterprise's angle to carry on the marketing dissemination research of brand, but the very few scholars ponder the process of the brand dissemination at the angle of the consumer. Along with the wide arrival of the relation marketing and the experience economy, only from the enterprise's angle to consider the cognition of the consumer and the static fixed-position of target-consumer, it already can not keep up with the rhythm of ages, the brand interaction dissemination from the consumer's angle has become the most important tool to establish relations between brand and consumer. This is not only the need of enterprise participates in the international market competition with brand strategy, and is also inevitable to operate with marketing. therefore, according to the consumer angle and guided by the target-consumer, it is naturally profound to research on the brand of interactive dissemination。Based on the review of the theory on the process and characteristic of the brand of interactive dissemination,the element system of brand formation and the choose of media, this article attempts to establish one kind of effective interaction communication pattern to solve the problem in the brand and consumer's interaction dissemination. Namely through setting up one kind of prompt and accurate information-exchange channel,the brand owner can quickly adjust the consumer's misunderstandings and hard cognition parts to achieve the best results in the process of brand dissemination.The section of the textual innovation takes the information of the consumer as the base and combines the channel and the marketing channel that information obtains. The artical reviews how the traditional channel and new channel are to establish a brand interactive dissemination mode and transform consumer mental process to the research for the information of consumer behavior, method of the analysis most takes deducing. This article also introduces the case of television direct sale to discuss the interactive dissemination of the brand in the traditional channel and new channel respectively. Finally on the basis of the review of traditional access method of brand dissemination, we introduce the consumer cognition access and investigatory methods of brand dissemination and present the access method and the respective index of the brand of interactive dissemination. In the end, the article presents the case of television sale to analyze the access of brand dissemination effect.