The Research Of Consumers Controlling Mode In Brand Communication Of Web 3.0 Era

Communication and technology always relates to each other closely. Fast-changing technology promotes the innovation of communication forms. Web 2.0 technologies gave birth to several social media forms while Web 3.0 makes them more mobilized and intelligence. Social media users grew by geometric ratio within months, making the interactivity of information communication up to a climax. It makes a complex situation for brand owners.The popularity of social media is a new opportunity for enterprises. Media is not only the mass medium or marketing tool, but also a concept that can promote the development of the marketing and idea, exerting influence to the whole marketing environment. In Web 3.0 age, the communication, which be promoted by consumers, becomes more personal and accurate. The consumer behaviors which driven by information are called Consumer Control. The mode change of information communication makes the enterprises pay more attention to brand message’s communication, which cannot just rely on traditional channels if enterprises want to build better brand image.The change of consumers’ behaviors leads to the change of brand owners’ strategy as well as the communication mode. As the modes of communication become more complex, the enterprises must understand communication essence, so that they can build a good brand image in a better and faster way.This thesis constructs the consumer-control model, narrating its operation condition and mechanism on the basis of the changes of brand communication. Combining with recent examples, this paper also makes a comprehensive analysis from four aspects. The general rules of spreading brand message in Micro Age are summarized. For the new communication mode, this paper formulates the strategy of building brand image from several points such as communicators, contents, communication channels, information audiences, effects, making it universal and provides more directional suggestions for more enterprises during brand image process.Firstly, this paper introduces the communication characteristics in Web 3.0, and analyses the traditional communication mode as well as the brand image’s communication strategy on this mode, creating the theoretical basis and background of this paper. Secondly, it takes use of the case method to describe the present situation of building brand image in Web 3.0 from the perspective of communicators, contents, communication channels, information audiences, effects points. Some suggestions of brand construction are provided based on the cases.