Research On Word-of-Mouth Communication Mechanism Of Internet Brand

In reality,many successful business cases have illustrated the importance of online word-of-mouth communication,the main case of word-of-mouth marketing are MI brand and micro-marketing.However,online word-of-mouth communication is a double-edged sword,which need to be intervened to make it play a positive role.However,both at home and abroad,such research confines to the background of traditional condition,and most of them belong to qualitative research,which cannot proper describe the mechanism of word-of-mouth communication under internet background.This paper makes a qualitative and quantitative research on word-of-mouth communication mechanism under the network background,and analyzes the influence of brand reputation information on customer purchase intention.The paper analyze the theory of the relevant parameters,by making analogy between the knowledge of heat conduction and online word-of-mouth communication,the paper established the integral equation,because there isn,t a true solution to the equation in the current world mathematical level,this paper solved the function by using the discrete solution to fit the function to get the approximate solution of the equation,and the paper uses the MATLAB program of R2015a version for mathematical simulation,the paper analyzed the influences of the following factors on the online word-of-mouth communication;The inforaiation loss rate,the speed of information dissemination,the total number of nodes,the number of games,the distribution of nodes of these factors,In this paper,the control variable method is used to carry on the research and analysis,and the above five factors of the two pairs of comparative analysis experiments,a total of ten experiments,the following conclusions:First,the higher the rate of loss of information,,The difference of confidence value is not always continuous decrease when the information loss rate is relatively high,and the difference of the confidence value of the intermediate state increases.In addition,when the information loss rate is higher,the mean value change And the distribution of the confidence value of the node is more difficult to predict.Secondly,the speed of information transmission affects the stability of word-of-mouth information transmission,and the information dissemination speed is higher,the word-of-mouth information dissemination process is more stable.Thirdly,too little of the total number of nodes will cause the instability of word-of-mouth information transmission;Fourth,the number of games is too small is not conducive to the dissemination of information;Fifth,in the dissemination of information in the process of instability;Brand publicity is not suitable for the early use of word-of-mouth communication only;Sixth,the different mathematical distribution of nodes will have different effects.The paper expatiates the spreading mechanism of word-of-mouth information.