The Study Of Search Recommendation For Brand Information

The popularity of network and advances in technology accelerate the coming of digital era. The applications of digital-based brand communication is flourish and far-reaching. Search engine is leading the people from Attention Economy to Attractiveness Economy, and the influence of it is becoming the focus of brand communication scholars.The society breaks into different classes and brand information forms many small "fragments", so the fragmented media communicates to the fragmented groups. Search engine is the aggregator of brand information which aggregates the brand information by keywords for the searcher. Then it recommends to fragmented audience to achieve anti-fragmentation of brand information and long tail effect. Domestic search engine forms into two different groups. Baidu which leads to occupation of the first group has the vast majority of search engine market share and gets prominent achievements in search engine recommendation. The second group cannot be ignored as each of their service providers has abundant resources of users. Taobao and other vertical search engines rise vigorously and have a more important role in brand information recommendation. By PPC, search engine recommends information and change the brand communication from integrated communication to aggregation communication, the detailed performance is using digital media integrated mass media, respecting consumers and fragmented communication,fragmented purveyance, considering both short term and long term effect in a sign, strategic management with both product and communication forms.Integrated Brand Communication is the complement and sublimation of Integrated Marketing Communication. The brand needs to do a good job based on search engine brand information recommendation, and then do better about aggregation communication according to the feedback signal of network.