Research On The Communication And Evolution Of Enterprise Brand Meme Based On Individual Heterogeneity

In the era of new Internet media,the enterprise marketing environment has changed from the traditional physical scene to offline scene and online scene,and online sales account for an increasing proportion.This marketing situation makes the original brand communication theory based on offline entity scene unable to interpret online brand communication and evolution.Brand communication and evolution under the complex network environment have become the forefront of brand communication theory research.In the process of online communication and evolution of brand information,viral information transmission simply forwarded in a specific context has been transformed into replicable and mutable meme transmission with a basic framework structure.In the process of communication,individuals have more autonomy,participation rights and communication rights.Personal heterogeneity quickly integrates into network communication and becomes an important factor affecting communication and evolution.The theoretical issues studied in this paper are:the communication evolution mechanism of corporate Brand Memes in a complex network environment and the impact of individual heterogeneity on the communication evolution of Brand Memes.The research conclusion tries to enrich the theory of online brand communication and provide theoretical support for enterprises’ online brand management.This paper reviews relevant research at home and abroad.Based on a large number of literature review,brand communication theory and complex network dynamics theory,through theoretical deduction,define the connotation of Brand Memes.Structural equation model was used to explore the influencing factors and mediating variables of individual behavioral intention in the process of Brand Memes propagation and evolution.Through theoretical modeling,the characteristics of individual behavior and interaction in the process of brand meme communication and evolution are reasonably abstracted,and a model of individual heterogeneity and enterprise brand meme communication and evolution based on complex network is constructed.The effects of individual heterogeneity on the propagation and evolution of Brand Memes were analyzed by mut-Agent simulation.The innovation of this research work can be summarized into the following four aspects:First,the concept of brand meme is constructed.Cultural factor characteristics and communication forms of memes are very consistent with the mechanism of corporate brand communication.Based on the similarity between meme and enterprise brand,this paper constructs a new concept in brand management theory--enterprise brand meme through theoretical deduction.The connotation,nature,composition and communication characteristics of Brand Memes are described in detail.The communication process of Brand Memes is divided into the communication(replication)process of meme information and the evolution(reprocessing)process of meme views.This paper argues that the propagation and evolution of Brand Memes is not a simple linear process,but a synergistic process like the alternating spiral of DNA.The concept of brand meme provides a new research idea for the communication,development and evolution of enterprise brand from the perspective of bionics.Secondly,in the propagation and evolution of corporate Brand Memes,individuals,as the main carrier of the dissemination and reprocessing of meme information,have played a very important role in individual consciousness and heterogeneity.Due to the differences in education,personality and other basic attributes among individuals,there are complex expressions of individual heterogeneity such as behavior and attitude.In this paper,structural equation model was used to explore the key factors influencing the propagation and evolution of Brand Memes by individual heterogeneity,and to verify the mediating variables of each heterogeneity factor and its influence path track on the propagation and evolution of Brand Memes.The results show that individual interest preference,individual risk perception and individual trust have significant influence on the communication process of Brand Memes.Individual heterogeneity factors such as individual interest preference and individual acceptance significantly affect the evolution of Brand Memes.Thirdly,as the basic unit of brand culture,the core of enterprise brand meme is a basic and frame-type replicator,and it has a certain stability in the transmission process.From the perspective of replication,this paper equates the replication and propagation process of brand meme factor to the transmission process of information.A brand meme information transmission model is constructed by using the storehouse model,and the stable equilibrium point and propagation threshold of the system are solved by using the mean field theory and differential equation method.In addition,individual heterogeneity factors such as individual interest,individual risk perception and individual trust are introduced into the communication model,and a brand meme information communication model based on individual heterogeneity--IHSEIR model is constructed,and the impact of individual heterogeneity factors on brand meme information communication is specifically analyzed.The research finds that:improving the topic and interest of brand communication meme can fundamentally improve the effectiveness of brand meme communication;The effect of regulation and intervention in the actual transmission process is far less significant than that in the initial stage of meme transmission.The greater risk perception atmosphere in the network is likely to affect the propagation of brand meme,making the propagation process difficult to predict.In the choice of corporate brand communication strategy,it is appropriate to choose the media with higher average degree of network nodes for communication and delivery;The strategy of"influencer" is the most suitable marketing method for enterprises in the new environment.Fourthly,in the process of brand meme communication,individuals’ attitudes and opinions towards the value of brands also change,which affects the gradient and positioning of brands in individuals’ minds.Based on the theory of viewpoint evolution dynamics,this paper takes individuals’ attitudes towards brands in brand meme communication as the research object,introduces individual heterogeneity related factors,and analyzes the influence of individual heterogeneity factors such as individual preference,individual acceptance,individual interaction threshold,and individual amount of information on the evolution of brand views.Based on the improved Deffuent model,a brand meme point of view evolution model based on individual heterogeneity--IHWD model is constructed.The specific influence of individual heterogeneity factors on the evolution of brand meme point of view is analyzed through multi-agent simulation experiment.It is found that the change of the amount of information in the process of individual interaction directly leads to the change of the degree of acceptance of ideas,and then affects the degree of aggregation of ideas.The decline of individual acceptance threshold with the amount of information and the interaction of ideas between individuals not only accelerates the speed of brand meme idea aggregation,but also greatly enhances the degree of aggregation of meme idea aggregation.The storage of individual information has a positive effect on the aggregation of brand meme opinion cluster,and the dissemination of high-quality meme information has an obvious guiding and promoting effect on the aggregation of meme opinion cluster.Individual group orientation of initial brand opinion has a great influence on the final brand positioning and brand attitude orientation.