Research On The Effectiveness Of Online And Offline Marketing Brand Communication Based On Knowledge Gap Theory

Brand communication performance,which is the dimension,breadth and depth of brand communication,which effects ultimately the performance of the degree of consumer recognition.Online and offline(020,Online to Offline)is based on the"Internet plus" economic technology,realize comprehensive management from production,service,logistics and sales.Brand has spread foundation and the formation of the value of communication value efficiency for different audience,the introduction of "knowledge gap theory".As there are two kinds of group brand communication efficiency,namely information rich class and information poor.The main problems on the effectiveness of online and offline marketing brand communication research,based on "knowledge gap theory" as follows:(1)Problem of brand-communication effectiveness evaluation stores online portal and offline:online and offline store shop there is a big difference in the dissemination efficiency,how to carry out the unified evaluation system is the analysis of key differences.(2)"Internet plus" online and offline(same)brand dissemination of the"knowledge gap" problem:brand communication of "Internet plus" economic efficiency will be exceed online and offline store effectiveness evaluation so that the"knowledge gap" showing a brand new characteristics,seriously affect the overall image of the brand.In view of the above problems,this article through the domestic and foreign literature analysis,the actual data collection and contrast,field survey and other research methods,the main research contents are as follows:(1)Study and analysis of the role and influence of "knowledge gap" and brand communication value.First introduced the concept of "knowledge gap" and the basic model,analysis,virtual communication analysis and extension,the spread of the brand image spread efficiency essence is derived and virtual communication diagrams activation efficiency,and further to determine the 020 brand information sharing and interactive new forms,and the dissemination of consistency.(2)An analysis of the online portal,brand communication and the effectiveness of the line of stores brand-communication effectiveness of the "knowledge gap"phenomenon were established.Brand communication performance of the "knowledge gap”in the context of different construction mechanism,fusion of qualitative and quantitative research method of the "knowledge gap" analysis framework,with the Internet as the center,forming a personalized brand the effect of multi-layer and multi-level,deeply explore the needs of the audience.(3)Analysis of online and offline communication efficiency of active subject,content,channel characteristics,isomorphism audience preferences,effects and other aspects of the "knowledge gap" differences,store brand communication effectiveness evaluation system design of online and offline portal,to determine the "brand effectiveness evaluation index Internet plus" economy.(4)Finally,through the comparison of the actual brand performance of the HT company on the line of "knowledge gap" to verify the correctness of the conclusions.They make the brand new characteristics in the "Internet plus" under the media environment,the formation of different statistical methods,expand the breadth and depth of the dissemination dimension.The method of searching the results,Increasing user stickiness,improving the vividness of communication.We realize the communication efficiency and the new mode of the combination of the Internet economy,provides theoretical support for dissemination of spatial cognition for O2O mode,accomplish the line difference analysis of brand communication effectiveness of the presence of operations,and further expand the"dimension of knowledge application ditch" theory.which provides a powerful reference for the study of the dissemination strategy under the guidance of "Internet plus" brand value.