Research On The Relationship Between The Brand And The User Under The Background Of Internet Technology

With the further development of Internet technology,the connection mode has developed from physical connection between human and the outside world to psychological and physiological connection.The relationship between the brand and the user shows new relationship characteristics which based on the development of Internet technology in the relationship mode,the nature of the relationship and the demands of the user in the relationship.Therefore,the research on the relationship between brand and user has become an important topic in the research.This thesis takes the development of Internet technology as the background,the relationship between the brand and the user as the research object,the relationship marketing hierarchy theory as the main theoretical basis.At the same time,factor analysis,case analysis and others are used as the main research method to analyze the relationship between brand and user under the background of Internet technology.The thesis is divided into five parts:In the first part,based on the definition of the concepts related to the brand and the user under the background of Internet technology,it is concluded that the development of Internet technology makes it easier to establish the relationship between the brand and the user,but the influence of brand on user's mind becomes more and more difficult,so the relationship marketing hierarchy theory has a greater guiding role in the study of the relationship between the brand and the user.In the second part,the relationship between the brand and the user is analyzed by using the relationship marketing hierarchy theory.Through the analysis,it can be seen that the relationship between the brand and the user is mainly presented as product-linked,social-oriented and value-oriented relationship model.With the development of Internet technology,the relationship between the brand and the user is merging.The third part analyzes the nature of the relationship between the brand and the user by applying the relationship marketing hierarchy theory and combining the relationship value hierarchy composition theory.It is found that the nature of the relationship between the brand and user mainly presents the economic reciprocity based on the product hierarchy,the interpersonal reciprocity based on the social hierarchy and the social reciprocity based on the value orientation.The nature of the relationship reflects the further development of the relationship between the brand and the user.The fourth part mainly uses the factor analysis method to analyze users' demands in the relationship,and finds that users' demands mainly include the demands for product and brand experience,the demands for communication and emotion,and the demands for value identification and social relationship.In the fifth part,based on the analysis of the relationship model,nature and users' demands,it is proposed that the optimization of the relationship between brands and users under the background of Internet technology should follow the development law of the relationship model from low to high,with the emphasis on in-depth insight into users' core demands and in the future relationship marketing,value marketing will be the optimization strategy of the main marketing model in the future.