The BBS’ Effect Of Brand Spread Deviation Function And The Strategies’ Research

The brand has become one of the core contents to operate enterprise andmarketing strategy. Therefore, the brand owner has given more and moreattention to the brand dissemination, to gain better anticipated effect.But, in the process, building the highly effective informationcommunication between brand and the public become one of the key factor toachieves the effective dissemination effect.The opening communication platform that the BBS provides, hasstimulated public free commentary enthusiasm and has strengthened theability of the public to gain the brand information. And also, it created theinformation to be disorderly and product more “community pressure” problems.All of these let the information communications between brand and publicbecome more and more complex and hard to control. It brings moredisadvantage factors to achieve the brand effect.Through lots of questionnaire surveys and statistical analysis， thisresearch confirm the presume that BBS will have negative effect on the brandcommunication effect influence. And from the importance that the informationcommunication to the brand dissemination effect, to discuss the influence thatthe dissemination characteristic of the BBS to the information communication.And this research to help the brand owner knew objectively the newchallenge that the brand dissemination in the network time. And it also help thebrand owner to explore correctly way to minimize the negative influences thatthe BBS takes to the brand dissemination effect achieves.