Research On IWOM Communication Of Brand In The Context Of Web2.0

Corporate brand communications at practical level to a large extent are self-centered activities. The main features of this communication are enterprises will take the initiative firmly in their hands. Enterprises can make full use of the ads or public relations targeting consumers with the controllability to pass on business or brand information on television, newspapers or magazines. In the traditional pre-Internet Web2.0 social context, this mode of communication played a very important role in enterprises' brand communications. However, with time constant development, socio-political economic environment, as well as the overall ecological environment of the media is constantly changing. This change resulted in the traditional communication increasingly shown not meet the needs of corporate communications and consumer access to information and search needs. In the new Internet environment, dramatic increase in the number of netizens, fragmentation of Society resulting in the failure of the traditional mode of communication, consumers tend to share become a growing trend in Network environment, different types of word-of-mouth communications platform have developed gradually and the emergence of Professional firms. The above indicates that the traditional mode of communication is no longer able to maintain. The time of internet word-of-mouth has arrived.The so-called internet word-of-mouth communication is means any individual or agency in addition to enterprises through the forum, blog, podcasts, Wiki, instant messaging tools such as the Internet communication channels transfer all kinds of brands on the subjective/objective point of view, discussion or other, and brand all the relevant information in real time or non real-time two-way interaction dissemination process. It is characterized by the spread of faster, wider spread, more efficient, anonymous, and the dissemination channels diverse, sustainable and resilient and so easy to measure the spread effect. It is in terms of corporate brand communication has a unique value. It better be able to encourage consumers to try to affect their brand purchase decision-making; faster transmission of brand experience, to deepen the brand's goodwill and reputation degrees; and have an impact on their brand attitude.Have established a network at the basis of dissemination of research results on, I built a "relative to a node of the internet word-of-mouth communication model". The model including the internet word-of-mouth communicators, information, communication channels, feedback from recipients of the five constituent elements. In addition to the model of consumer behavior at the same time learn from the decision-making model, so also include strengthening or changing the attitude, the actual purchase and the purchase of three elements, such as post-evaluation. First of all, the process of internet word-of-mouth communication started by Propagators the spreaders. Communicators by the spread of the will of its own, communication ability, personality traits and characteristics of the product itself to make a choice on the information and make a suitable form of information to adapt the network to be word-of-mouth spreaders select transmission channels. The channel will not only affect the internet word-of-mouth's manner and form, but also affects transmission validity and reliability. Communication channels currently focused mainly on e-mail, blog, Wiki, BBS, on various media such as online communities. Then the recipient through the Internet channel on the above-mentioned types of access to word-of-mouth information, in accordance with the wishes of their own to receive, receiving ability and personality traits to make selective reception of information; Accept the internet word-of-mouth at all, some information or do not accept internet word-of-mouth information, the reputation of the recipient's attitude has been changed or enhanced; The next step is the recipient network of word-of-mouth attitude change or enhanced to make the actual purchase decision-making and purchase action; And then the next step is to buy the whole, use to make the evaluation process and published on in the internet. Throughout the iwom communication process, the noise, the relationship between strength and always exist on the entire process of word-of-mouth spread of the impact happened.When the enterprise in use of iwom to communicate brand, First of all, necessary to analyze the applicability of products; Secondly, the necessary cultural environment of the entire network as well as brand and product reviews and opinions of the network analysis; Third, the selected word-of-mouth point; then manufacturing enterprises topic to topic-driven transmission, manufacturing Topics strategy has manufacturing network star endorsement topics, creating the brand story topic, manufacturing video dissemination topic, manufacturing controversial topic, or other topics; the fifth step is to select opinion leaders; Finally are the subject of implementation and control. Word-of-mouth brand communications tool for network use, not only are enterprises to adapt to network dissemination of ecological environment of effective initiatives, but also meet consumer self-spread wise move.