From Transmisson View Of Communication To Ritualview Of Communication: Study On Brand Communication Transformation Under The Background Of Tnternet Plus

With the advent of the era of Internet plus,a new communication ecosystem is forming,the spread of consumer behavior has changed greatly,also for the brand spread subversive impact.For the digital network media environment,the brand communication gradually out of the era of mass communication era,formed a new Internet thinking: with user-centric to construct the identity and emotional connection and polymerization of community,the development based on brand value Recognition of the word of mouth spread,shaping the brand culture ritual atmosphere to maintain cohesion and sense of belonging,from the shared brand meaning and consumers to establish a long-term brand relationship......based on the perspective of information transmission of traditional research has been unable to fully explain the brand communication of new phenomena,ritual view of communication opens up a new perspective of communication,highlights the subjectivity of information recipients and the ritual atmosphere of the process of communication,reveals the nature of the meaning of communication,and the Internet plus era of brand communication practice coincide.This article mainly through five parts of the Internet plus era of brand communication transformation research and analysis,the first part of the introduction,the introduction of research background and significance,research content and methods,literature review and so on.The second part of the core concept and theory,on the one hand combing the development of brand communication theory,summed up the relevant representative theory of the essence of brand communication interpretation of the common point-the transmission and management of information;the other hand,Jame's ritual view of communication for the literature,for the subsequent view of the interpretation of the theoretical basis.The third part analyzes the evolution of brand communication ecology of Internet plus era,summarizes the influence of new communication ecology and consumer status,the influence of tribalization on brand communication,and the characteristics of brand communication.The fourth part is the part of the full text view,the reflection of the "transfer concept",from three levels of analysis of the theoretical perspective is not enough to explain the new era of brand communication phenomenon,and then put forward the nature of brand communication to "ritual" transformation.Finally,the fifth part analyzes the operation process of brandcommunication from the perspective of "ritual view" through case analysis,and summarizes the principles of brand community formation and operation,confirms the view of this article and provides reference for brand communication practice.