The Research On The Influence Of Entrepreneurial Competition Communication On Entrepreneurial Brand

This study investigates and analyzes the influence of BPC competitions on brand communication of entrepreneurial enterprises in interpersonal communication,mass communication,organizational communication.It exploratively discusses the strategy of start-up companies in brand communication in the entrepreneurial competition,in order to provide ideas and lessons for entrepreneurial enterprises using low-cost,high-efficiency brand communication methods.Therefore,this article selects ten winners of the "Top Ten Venture" competition in Wuhan in 2017 as research samples,and analyzes the impact of entrepreneurial competition on the brand communication of entrepreneurial enterprises through qualitative research methods such as literature research methods and case analysis methods.First,using the literature research method,we summarize the types and functions of the competition in the entrepreneurial competition.The main types of communication in the entrepreneurial competition are interpersonal communication and mass communication,both of which form the social focus function.Also,we comb out the strategies for brand communication of the startup company:in the early days of its founding,the primary brand communication target for startups is to increase brand awareness,and interpersonal communication,mass communication,organizational communication are the most commonly used methods to build brand awareness.Second,case studies are used to select semi-structured interviews and participatory observations.The methods of document and document data collection are used to collect case data of Wuhan's "Top 10 Best Entrepreneurs" in 2017 through field surveys.On the basis of ensuring data reliability,the impact of the social focus function of the entrepreneurial competition on the start-up companies in terms of interpersonal communication,mass communication,organizational communication is analyzed.The study finds that the entrepreneurial competition has four aspects in enhancing the brand awareness of entrepreneurial companies.There are three kinds of promotion methods aiming at "non-sale" in the interpersonal communication of entrepreneurial competitions,which are represented by sample display,free trial,and gifts.They can not only expand the brand awareness of startup companies,but also enhance the quality of image recognition and induce word-of-mouth communication.The media coverage of entrepreneurial enterprises in the entrepreneurial competition promoted the creation of the entrepreneurial company brand story.Through the dissemination of brand stories,startup companies build an emotional bridge to communicate with their audience which produces a brand resonance.Moreover,there are two pairs of organizational communication relations in the entrepreneurial competition.There are two pairs of organizational communication relations in the entrepreneurial competition.The entrepreneurial enterprises,as the exporter of brand information,can obtain brand endorsement for the organization's communication,and can spread the competition of participating enterprise organizations and win the recognition of peers under the competitive competition mechanism.In the entrepreneurial competition,organizational communication takes the business plan as the core,aggregating the oral,print and electronic media,and displaying the corporate image system of the startup companies VI,BI,and MI,improving audience awareness of brand image.Based on the above findings,five suggestions for entrepreneurial enterprises to use brand competition to carry out brand communication.First,establish awareness of brand communication in the entrepreneurial competition.Second,the "double-edged sword" that promotes interpersonal communication promotion should be balanced.Third,make full use of competition media to tell a good brand story.Fourth,use the entrepreneurial competition to find the brand endorsement.Fifth,the corporate image dissemination should do a good job in communication planning.