Study On Brand Spreading Based On Innovation Diffusion Theory

With the development of global economic integration and market competition accumulates increasingly, the construction and communication of enterprise brand could no longer be ignored. On account of the diversity,non-structural, complexity of brand communication, a general method which can evaluate the effect of enterprise brand communication accurately doesn't exist at present. However, in order to manage and control brand communication better, reduce the waste of brand communication resource, increase communication efficiency, and improve communication effectiveness, it is essential to analyze and evaluate brand communication.Research on brand communication has become a hot issue in related disciplines. Based on the foreign and domestic research achievements, this paper concludes a general rule of brand communication by analyzing the actual state of Chinese enterprise brand communication. Referring to enterprise brand communication theory and achievements in related fields of study based on Synergetic, this paper introduces Synergetic into field of brand communication. Brand communication and audience will be viewed as a system to identify the order parameter--the most critical factor which determines the fulfillment of system core objective and its principle of domination. Put forward the assumption that the key parameter of enterprise brand communication is audience quantity, establish a model of enterprise brand information dissemination, propose some necessary concepts and assumptions, and establish a mathematic model of enterprise brand communication. Accordingly, the inherent law of enterprise brand communication has been explored. And at the end of the paper, I fit the model parameter of brand communication process of Carpenter Ten and prove its comparability based on the"S"curve. Apply the innovation diffusion theory to study the issue of brand communication, and propose the model of brand communication primarily.