The Network Interactive Communication Influencing Factors Research Between Regional Brands And Enterprise Brands

With the rapid development of Internet technology and universal application, social life and economic development began to enter an era of information technology. In this context, how to promote the development between the individual economy and regional economy through the network interaction between corporate brand and regional brands becomes a very practical research topic with great significance.With communication and marketing theories, this thesis in several aspects analyses deeply the influences of brand characteristics on the network interactive communication between regional brand and enterprise brand, which is based on the regional brand’s reputation and the corporate brand’s uniqueness and popularity as well as relevant data collection and the result of their analysis. That is to say, the influences will be discussed as following:the impact of corporate brand’s uniqueness and popularity on its purchase intention; the effect of regional brand’s uniqueness, popularity and reputation on its purchase intention; the influence of characteristics on network information exchange; network information exchange playing an intermediary role between uniqueness of regional and corporate brand and its purchase intention, especially its purchase intention on regional brand and corporate brand.Through practical examples and based on analytical study, the paper verified that networks interactive communication is influenced by the reputation of regional brand and the uniqueness and popularity of corporate brand and that the impacts of networks interactive communication play the intermediary role between consumers’ willingness to buy and the regional brand reputation, corporate brand’s uniqueness and popularity.With the help of above analyses and empirical research, some suggestions are put forward about how to promote the networks interactive communication between regional brand and corporate brand. Firstly, the application of effective network interactive communication modes should be attached great importance to and strengthened. Secondly, enterprises should pay more attention to their own brand identity building. Thirdly, traditional advertising and marketing mode require being transformed. Last but not the least, regional enterprises should attach importance to playing actively interactive roles on the communication between regional brand and corporate brand.