Brand Relationship Forms Approximate Reasoning Based On Online Reviews

For enterprises, to combine the individual needs of consumers with brands and to form a good relationship with customers is an inevitable choice of improving competitiveness. In order to understand brand relationships influencing factors and to manage brand relationship, we should understand the relationship between structure and the division of relationship types. At the same time, online reviews contain a large number of consumer brand views. For scholars how to effectively use this information is an important subject.First, combined with the theory of interpersonal structure, this article divided brand relationship into two dimensions:cognition and identification, which includes emotional identity and behavioral identity. Second, based on several degrees of cognition and identification, this article also established a new brand relationship forms model of a two-dimensional structure, which divided brand relationship into four types:disconnected, functional, affective and loyal. Then, in the online community environment, we conducted a quantitative analysis of brand relationship with the method of online reviews computing and fuzzy reasoning. Third, this article extracted consumer online reviews, established fuzzy corpus of consumer comments and made semantic fuzzy calculations of online reviews which relevant to brand to determine consumer brand of cognitive, emotional and behavioral information. Based on fuzzy inference rules constructed of identity dimension, we fuzzy inference the emotions and behavior to get identification, then quantified cognition and identification of brand relationship, and ultimately identified the specific brand relationship types. Last, this paper conducted brand relationship calculate with the example of online reviews of seven mobile phone brands, then analyzed the results and put forward some suggestions for marketing. Finally, this paper discussed the formation principle and state evolution of brand relationship, and proposed the impact of consumer into three steps: cognition, emotional and behavior, an example ofiPhone validated the view.Building anew relationship between two-dimensional structural model of the brand and using online reviews to fuzzy inference and calculate the brand relationship, not only enrich the brand relationship theory and implementation of relevant quantitative research, but also has important practical significance. Achieve brand relationship quantitative can not only help companies monitor the state of the brand relationship’s development, to discover hidden crisis, but also guide the corporate’s brand relationship practice, give the predictions of relationship. Through the specific type of brand relationship, the enterprises can clearly recognize their brand relationship status, and take targeted marketing strategies to strengthen their brand relationship.