Brand Communication Literature And Theory Development Research For Nearly 10 Years

With China’s sustained economic growth, the rapid development of China market as one of the world’s most dynamic market, in this process, a lot of domestic and international brand fast growth. Therefore, monographs and papers on brand communication research Chinese academia also increased year by year. However, the author found that the retrieval process in the, in the academic circle about advertising, public relations and communication are lack of analysis of the research status; however, for brand communication, but not of the very system combing historical context. In view of this, it is very necessary to study the existing system of brand communication theory.In this paper, based on the perspective of communication studies, by means of marketing, advertising and other related theories as the foundation, by using the methods of literature analysis, which focuses on the analysis of the method of content analysis of literature “content” and focuses on the analysis of the characteristics of the “form” of literature metrology method. Select the communication key advantages of Fudan University, Renmin University of China, Dept. of Wuhan University and the Communication University of China library as reference, the main research samples for the Fudan University library included 2005- 2014 ten years a total of 878 brand communication related publications, and compared the amount of China category in this period included, in order to on the basis of the brand the dissemination of research results, analysis of nearly ten years of brand communication related publications were concluded, the relevant theory of brand communication of representative and history are described and analysis. At the same time, with the method of case study, identified the specific objects of a particular period, in brand communication, analyze, explore the development of the theory, comparative study of brand communication in recent ten years, the hot issues of innovation concept and focus change, to find out its characteristics and its formation process, makes every effort to explore the research on brand communication of nearly ten years of development from the perspective of refinement.The combination of brand knowledge, the author of nearly ten years of brand communication is divided into three stages, namely, 2005-2007 years of brandcommunication and marketing stage, stage of brand communication and brand relationship between 2008 to 2011 years and 2012-2014 years of brand communication, and big data, mobile Internet stage. Each stage I introduced the stage background, the main idea of this stage of brand communication monographs and related theory, summarized the research emphasis of stage, and analyzes the general characteristics of. At the same time in the ten years of the brand communication works are classified according to the theory and case study, translation and the local, and the high frequency words appear rate and other data to be arranged for statistical comparison, emphases and development trend of brand communication research in recent ten years. Hope to provide reference for the brand communication of reality.