A Research On Weblog Brand Communication As Viewed From Systematic Theory

Brand communication which has been a hot topic these years is paid attention among the Chinese enterprises and entrepreneurs during the tide of economical globalization.Weblog has become such an important Internet applications that more and more enterprises treat it as an instrument of brand communication .However, researches on the subject are far less than the actual needs.Based on this background, this paper will try to use the method of systematic theory to analyze weblog brand communication.Firstly, the article explains the background and significance of the research, research methods,research status around the world and the innovation of this research.Secondly, the article defines the brand communication system, and establishes the brand communication system model.As subsystem of brand communication system, weblog brand communication system should be considered to be relevant to the other subsystem.Thus,the article comes to the research of weblog brand communication system.Again,guided by system theory, communication, brand communication theory and application status of weblog,the article analyzes the weblog brand communication system based on system approach,including the definition, the system construction, factor analysis, relation analysis and evaluation.The paper analyzes the existed problems during the weblog brand communication,and then puts forward the method of optimizing the system.Finally, the article makes summarization of research of weblog brand communication system,pointing out the deficiency of this paper and depicting the prospect of future study. By the researching,,the author tries to make it helpful to the practice of brand communication. As a result,it may provide a new view of brand communication research.The article uses the basic principle of systematic theory as the research methodology paying attention to both micro and macro level which will push the research to a new vision.Putting weblog into the brand communication system which concerns the relation between system elements will be in favour of establishing brand communication system model and weblog brand communication system model.what can weblog do for brand communication has been discussed quite long in the academic circles. The article tries to throw out a suggestion to analyze and use the weblog communication rationally.