Study On The Brand Loyalty Under The Network Communication Environment

With the increase of Internet and computer users, the ways people access to information have become more abundant and convenient. Driven by digital media technology, brand communication has extremely rich media forms, and great changes have taken place in consumer behavior. These changes includes not only the diversity of people’s way of contacting information, and the differentiation and personalization of consumer purchasing needs, but also reflects the uncertainty of consumer’s cognitive attitude toward brand. All of these have made the consumer’s brand preferences become less stable and obvious than them in traditional marketing communications environments. These has greatly impacted the formation of a high level and long-term brand loyalty.Along with information society’s arrival, the information based on digital network technology, has brought about a huge revolution which put great impact on the entire human society. From the theoretical perspective of consumer behavior, before making the finally purchase choices, consumer should constantly search brand information, and accumulate and compare them. In the era of network communication, consumer awareness of the brand is no longer confined to their stereotype of the brand, but combines brand knowledge on their minds with all the information which can search on Internet media. Therefore, although there are many aspects of influent factors on the consumer brand loyalty, but in the network communication environment, consumer brand loyalty is very easy to be changed, so brand communication and consumer behavior change have become the two main driving forces of brand loyalty. Under the new communication environment, if a company want to build a strong brand, or to maintain and enhance the competitiveness of its brand, they should realize that brand communication strategies, as well as the ways to communication for consumer play the decisive role in building brand loyalty.From the perspective of the spread, this thesis first describes the changes of brand communication environment which driven by digital network technology, and analyzes the developments of media forms, communication modes and its characteristics in the environment of network communication.Second, developments in brand communication environment has led to changes in consumer behavior approach. By contrast with the traditional propagation environment, this thesis sums up the new features of consumer behavior in the network communication environment.Furthermore, based on the analysis of communication environment and consumer behavior in the preceding part, this thesis learn from Leo Burnett’s consumer classification. In this way, according to their degree of brand loyalty level, consumers are divided into "long-term loyalists", "brand changer", "discount-sensitive consumer" and "price-sensitive consumer", and among them, the brand’s core consumers are "long-term loyalists". While companies maintain stable relationship with "long-term loyalists", they need to enables the conversion of the "brand changer "into "long-term loyalists". Thus, from the cognitive factors, attitudes factors and behavior factors of consumer brand loyalty, this thesis points that in the network environment, enterprises to achieve the main goal of the above two problems to be solved:the costs which consumer spend on brand changing need to be cut; Internet word of mouth communication of brand(IWOM) needs to be taken seriously; brand preference are not stable and obvious, so emotional relationships between brand and consumer need to be strengthened.Based on the analysis of influencing factors of brand loyalty and consumer levels in the Network Environment, this thesis finds out some problems in the specific operation of promoting brand loyalty. According to the trends of the network environment and consumer behavior, companies should constantly adjust the brand communication strategy and tactics. This thesis focuses on MiPhone which makes good use of the online media and has competitive standing in the marketplace in recent years. Through a detailed analysis of its brand communication strategy, and finds the real reasons why consumer has high level brand loyalty to it.Finally, through the composite analysis of brand communication environment, consumer communication behavior and Internal factors affecting the brand loyalty, combined with the successful experience of promoting brand loyalty of the MiPhone in the network environment, this thesis uses Keller’s brand resonance model for reference, From four steps of the brand recognition and brand connotation, brand response and brand contact, puts forward some communication strategy of promoting brand loyalty in the network environment.