Problems And Countermeasures In The Brand Contact Point Information Dissemination

In the field of marketing, ever since Don E.Schultz put forward the concept ofintegrated marketing communications, enterprises have been pursuing the optimalways and effects of brand communication. Brand contact point is the concept ofintegrated marketing, the spread of each contact point is an independent carrier,consumers in every contact point contact to the brand information is specificperception of brand image. The concept of brand contact point tells us that in additionto the marketing dissemination of information, along with a variety of brandinformation, the media is not the only way to link customers and brand information. Inthe era of information explosion, traditional media and new media interweave eachother. With the increasing of contact point, the brand contact point informationtransmission distortion and disorder phenomenon occurs frequently, which impacts theeffect of the integrated marketing, the images of brands and the communication of theircore values. So it is of great significance to discuss information communication ofbrand contact points.Through literature analysis, survey, this article attempts to divide numerous brandcontact points into self-controlled and other-controlled, then respectively discussedinformation transmission distortion and disorder problems of advertising, products,stores, public relations, customer service, reputation, relatives and friends hold, expertreview and so on, further study found that information distortion and disorder can besummarized as self-control brand contact point information distortion and disorder,the other-controlled contact points’information distortion and disorder. And found theinformation distortion and disorder is caused by two factors both inside and outside,false embodied in commodities, advertising coding distortion, brand positioning, brandmanagement confusion, lack of crisis public relations management and so on. Throughcase tracking, information distortion and information disorder causing huge waste ofadvertising resources, directly affect the audience’s brand awareness, hinder the brandimage building, misleading damages consumer rights and interests. Corresponding theproblems of information distortion and disorder in self-controlled and other-controlledcontact point, this paper puts forward the countermeasures to solve the problem: oneby improved the recognition of brand contact point information transmission,strengthen brand contact point information dissemination management, strengtheningthe construction of brand contact point information dissemination system, and finallyput forward the concrete measures to solve the problem of brand contact pointinformation dissemination, basically has the following four points: integration ofexport department, training employees, unified information, regulate the behavior ofbusinesses. This article finally through interview method to the liuyang river winebrand contact point information transmission case study, according to the advertising,network, packaging, signs, brochures, etc. Contact problems, from the aspects of ideological understanding, system management level, specific measures level gives thecountermeasures to solve the problem.In this article, through a large number of literature and case study, and incombination with the practical case of liuyang river wine, author finds out theproblems appeared in the process of brand contact point information dissemination,and gives the corresponding countermeasure, which do a certain help and reference forthe enterprise to strengthen brand management, expand brand awareness and improvebrand reputation.