Research On Brand Communication In The Internet Environment

In the fields of communication and brand communication,I have been accustomed to extracting the cognition of "harmony from the whole,thinking about problems in a linear way,and emphasizing the decomposability of things.This mode of thinking is particularly typical in advertising.When advertising is carried out,companies always tend to find a theme concept,a differentiated selling point,a core value...The follow-up work is all around this theme.The times are changing.With the advent of the fourth industrial revolution,with the development of technology promoting cloud computing,the Internet of Things,artificial intelligence,etc.,technology has linked all aspects of life,and brand communication activities have entered the Internet era.The brand communication model is no longer valid.Today's brand communication activities,the various communication subjects are intertwined with each other,forming a logical relationship of a strategic system.This logical relationship is no longer starting from one point as we said before,but starting from several points,and spreading into a larger system,that is,a complex system of brand communication.In the 1990s,scholars at the Santa Fe Institute in the United States,represented by Professor Holland,brought the theory of complex adaptive systems to people's horizons,providing a new way for people to understand,understand,control and manage some complex systems.Research ideas.Under the communication mode in the Internet era,brand communication systems are filled with numerous random relationships.When these relationships are aggregated to a certain degree,the system will have unpredictable evolution or evolution.This article takes the study of brand communication in the Internet environment as the topic of the master's thesis,and attempts to study the complexity of the brand communication system from the perspective of complex adaptive system theory.Use complexity thinking to understand the complexity of the brand communication system.From the dimension of the connection between complex theory and brand communication,make a personal limited response to the research on the complexity of the brand communication system.Trying to comprehensively examine the variables,such as the subject,object,brand information,and media of the brand communication system,as well as the relationship and regularity of these variables through solid research,to reveal the complexity of the brand communication system,and propose weakening and control The strategy of the complexity of the brand communication system injects a new breath into the research of brand communication.