A Study On Brand On-line Interactive Communication

Although the history of internet is short, it has played the huge role in the brand construction. It raised the working efficiency greatly , expanded the sources of information, promoted the interactive exchange between brand and customers. Through internet,the brand establish trust with target receivers and obtains their approval. A suitable way to interact can effectively spread the brand information to audience, build the brand image ,then promote the audience's brand orientation and approval, gain their brand loyalty. On the other hand, though interaction the brand owner can discover audience's attention and the strength of themselves, then find the combination ,make the difference between brand ideas and cognition or other aspects smaller. Eventually facilitated the company's role and the role of target audience tends to integration, with the joint power integrate different kinds of brand resources well, enhance the brand's core values,established a harmonious brand relations.This paper is based on Mass Communication, Internet Communication, Brand Communication, Advertising, Public Relations and Marketing study theories, always grasps the interactive relations among brand owner, the network and target audience . The research is focused on brand online interactive communication's way and characteristics, through the specific case's elaboration to study how the online interaction display their function to the brand construction. Though analyzed the relevant factors of brand online communication, proposed ways and methods to enhance the effect of online interactive communication ,establish a good brand relations with the audience under today's network environment. Hoped that can provide a certain model for our country's brand network construction.