Research On The Influence Formation And Diffusion Of Lancome Brand Communication

Nowadays,over the network,people can not only get a variety of information from media,such as sound,videos and texts,but also interact with the information and express personal opinion immediately.In the expression of public discourse,micro-blog is playing an increasingly important role.Micro-blog is greatest concentration of public opinion,and it is one of the most important places of public opinion.In micro-blog context,the formation of network public opinion is greatly influenced by opinion leaders in micro-blog.The information and the discussion they posted is crucial to media interpretation and anti-interpretation.Micro-blog opinion leader can attract people's attention to topics,promote the development of online public opinions,trigger tracking the reports by traditional media,solve problems properly in reality,and promote the development of social democracy.This paper mainly discusses the influence formation and diffusion of micro-blog opinion leaders.Based on the communication theory of marketing knowledge,analyzing the communication channels of the influence of micro-blog opinion leader.Combining with the brand marketing strategy formulated the new marketing communication mechanism,this mechanism has a wide influence,and it is low cost.Firstly,this paper defines the connotation of micro-blog opinion leader,and reviews the related researches on the influence of micro-blog opinion leader.Secondly,this paper analyzed the formation mechanism of micro-blog opinion leader,and selected three micro-blog marketing events of Lancome brand during January 2018 to December 2018.It gets the user data from sina public opinion's official website,then identify the micro-blog-opinion leaders in these three marketing events though the mining algorithm.Then,it analyzes the formation and diffusion of the influence of micro-blog opinion leaders,studies the diffusion path of the influence of microblog opinion leaders in combination with AISAS model.Finally,a summary of the paper was made,and it puts forward the problems and strategies of micro-blog opinion leaders in Lancome brand communication.In the competitive consumer society,it is inevitable for brands to expand their communication channels with the help of social media platforms.Therefore,it is of directional significance to discuss the influence of opinion leader in social media on the communication effect of brand advertising.This study can provide reference and basis for brand socialized marketing,and it is practically significant.