Research On Brand Contact Point Communication Management In The Context Of Big Data Technology

The development of Mobile Internet not only changed the lifestyle of consumers,but also challenged the traditional way of brand communication.Intelligent terminals,especially smart phones have become the first contact point of consumers in the daily life,and brand contact point of content and form are in constant change and expansion,but the difficulty of managing the brand contact point is raised again.In the age of big data,lots of ways of thinking and techniques are reshaping our society constantly,theory of brand communications are influenced by the big data.People are more concerned about the "general" rather than random sample."algorithm" and "Rules" are more important than "theory".Big Data Technology,is the basis of brand communication,which is the research backgroundAccording to the literature review study.the scope of brand management point is online.And is divided into brand information,media information,word of mouth information and consumer participation experience in four areas.The case study of top ten brands,to support the point of contact management research,According to Big Data Technology and brand management point.The author presents a novel method,it mainly contains five aspects: insight into the contact point,optimizing media mix strategies to enhance brand influence,opinion leaders to play a role in guiding public opinion;route planning and guiding to enhance user experiences and contact point assessment.Ultimately,the application of brand contact point was discussed from the” consumers must be the core”.” data as the foundation”.”as a precondition of integration " and " managing for results " four aspects,and choice the app of nuomi as a case study...