A Study On Communication Confrontation In Brand Competition

After hundreds of years of development in market economy, manyindustries have completed the restructuring process of survival of thefittest, from free competition and monopoly competition to oligopolystage. The market structure is relatively stable,and marketing ability isgenerally higher. While most Chinese industries are still in the stage offree competition and monopoly competition, with a large number ofenterprises, the technology and management level is not high, especiallylack of the brand marketing management experience. After the reformand opening up, with the wave of economic globalization impact,multinational corporations and Chinese enterprises are standing on thesame stage. This situation must form the very competitive brandcompetition environment. How to adhering to the brand’s long-termstrategy in order to obtain the survival and development opportunities,and responding to the opportunities and challenges from currentcommunication confrontation, is a problem which each Chineseenterprise has to face.This paper starts from the related theories of enterprise brandcompetition, making a point that the communication confrontationshould serve the brand strategy. The research of communicationconfrontation is based on the competitive environment,and propose themode of communication confrontation in a creative way. Different fromthe theory of traditional brand communication, this paper considers thecommunication confrontation is not only bidirectional informationtransfer between enterprises and consumers, but also the cycle processof adversarial information between competitive brand and stakeholder.The enterprise should fully consider the stakeholder attitudes and effectson brand awareness, adjust the action according to the strategy ofcompetitors, in order to achieve the communication confrontation effect. At the same time, this paper also studied the factors in the process ofcommunication confrontation, including the subject, content, form,results and feedback.With actual case, this paper focuses on the strategies and methodsof the communication confrontation in brand competition. Making a pointthat turning the competitors into a media resources, manufacturing topiceffects through the communication confrontation, releasing the potentialpower of media and keeping the attention of brand.Based on theresearch of the motivation and the ability of enterprises, this paper offersa proposal of the defensive strategy in enterprises communicationconfrontation.