Research On The Communication Strategy Of Corporate Brand Crisis Based On Big Data

After entering the 21 st century,digital media technology has developed rapidly all over the world,which makes great changes in the field of media technology and the environment.Different from the traditional media environment in which enterprises directly or through advertising agencies purchase the layout and time of the media,and then control the voice and communication rights of brand image communication,the empowerment of digital media technology makes the public,as a relatively single receiver of brand information,gradually change the information source(feedback)from the quality of products and services by means of digital media technology Through various platforms,the comprehensive role transformation of the receiver transmitter can be realized.The complexity of the Internet environment makes it possible for consumers to express their attitudes,opinions and even small "complaints" about the enterprise brand on the Internet,which may lead the enterprise into a brand crisis.Moreover,due to the aggregation of audience groups,the enterprise brand may lead to the rapid concentration of brand related negative public opinion,It will lead to the outbreak of the brand crisis,accelerate the spread of the crisis,and expand the scope and extent of the brand crisis,which often makes enterprises fall into the situation that they can't deal with the spread of the brand crisis in time,and then cause enterprises to face the pressure of public opinion,damage the brand image of enterprises,and lead to the loss of interests of enterprises.Therefore,only by deeply understanding the internal and external environment causing brand crisis and formulating and adopting crisis response strategies suitable for the current media environment,can enterprises better explore the problems existing and encountered in the development of enterprise brand,so as to make enterprises better avoid and deal with brand crisis.At present,the amount and speed of information generated in cyberspace has greatly exceeded that of traditional media.The traditional crisis communication thinking that enterprises rely on external channels to passively receive crisis information feedback or use artificial collection and analysis of crisis information to formulate coping strategies is not suitable for the current media environment.Nowadays,compared with traditional media environment,the factors that induce enterprises to produce brand crisis are more diversified.Moreover,once a brand crisis event breaks out,with the help of the characteristics of Internet Interconnection,fast information dissemination and wide range of influence,the relevant information can form an exponential growth in a short period of time,resulting in a huge puzzle for enterprises to deal with the brand crisis.The advantages of big data technology in massive information collection,storage,processing,analysis and so on,better adapt to the brand crisis management in the current network environment.This paper hopes to find out the shortcomings and misunderstandings of the traditional media environment,explore the connotation and characteristics of the enterprise brand crisis communication in the network environment,analyze the advantages of big data technology in the enterprise brand crisis response,and put forward the corresponding crisis response strategies,so as to enhance the significance of enterprise brand crisis communication by using big data technology Knowledge and ability,improve the vitality and vitality of enterprise brand.