Electronic commodity brand and PR in the Internet age (I.)

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As years of brand and PR research, practitioners, the author has never ceased to brand operations and public relations thinking and practice. At present, the Internet economy, which is mainly represented by the trend of Internet electricity quotient and the mobile interconnection era, will become the main direction of future consumption trend. Therefore, the creation of Internet brands and public relations, with its natural become a business research and attention to the topic. This period, the author will focus on the Internet brand to build and promote practice.

Topic One: Starting point--what has the internet changed?

In recent years, with Business-to-business, Consumer-to-consumer, Consumer, O2O as the main mode of E-commerce development, as well as mobile interconnection as the main trend of the Internet consumption trend, and gradually change and lead consumers to new decision-making and consumer behavior. Although consumers ' consumption decisions and behaviors in the Internet age are similar to those of traditional consumer purchase decision models, the corresponding consumption decision and purchase behavior, which is influenced and nurtured by a new economic model, is different. From the consumer's buying decision model, the traditional buying behavior basically follows the behavioral model of AIDA, attention (arousing interest)-desire (arousing Desire)-action (buying behavior). Although the post-purchase evaluation including cognitive dissonance and attribution is included, the Internet market, which takes the emerging e-business model and the mobile interconnection as the main development trend, cultivates and forms the corresponding new consumption behavior pattern Aisas, namely attention (attract attention)-interest (Generate interest -search (ad hoc)-action (generate purchase)-share (enough to share). Although the first 2 of the decision-making process is consistent, it is the dissemination level (for businesses that want to play a part in consumer awareness, including advertising, PR, e-mail, direct marketing, and many other integrated marketing tools, information dissemination channels and behavior, can be included in the dissemination level) The consumer's cognition and the consumer demand related to this cognition are matched, if match, can generate interest. But what can not be ignored is that the purchase decision model of the latter 3 stages, but the serious difference. And the difference is in the brand promotion and PR practice. If the concrete refinement, then in 2 kinds of consumer cognition and decision-making model's starting point, already has the obvious difference, the role in the consumer cognition level information contact way, namely the traditional information contact way and the Internet age information contact Way is different, its action cognition behavior also has the difference. Therefore, although there are similarities, the online consumption model fostered and formed in the age of Internet has great difference with the traditional consumption behavior, which is the field that the Internet brand and the traditional brand promotion and PR practice have to face squarely in the role of the consumer decision-making model. After all, the direction is different, play different.

Topic Two: Brand vs Internet Brand

Recognizing the difference between the changes in the Internet economy and the cultivation of consumer behavior models and traditional consumption decision models, then, in the promotion of Internet brand and public relations practice, the decision and purchase model of consumers in the internet age, and in each stage of the model can affect the consumption behavior of the information dissemination, such as in the cognitive phase of the brand elements (ie, based on the customer, to identify and distinguish the brand elements of design, including brand name, URL, logo, symbol, image representative, brand slogan, packaging and everything else that can function in consumer awareness and thinking of things. Choice and design, these brand elements to strengthen brand awareness, the formation of a unique brand association and strong brand preference for the purpose. In view of both traditional brands, or the Internet brand, is the role of consumers in the consciousness/cognitive level, and in this cognitive role of consumers in the formation of the product, service, logo and related to all the brand elements of the comprehensive image of the consumer's mind on products, services, the comprehensive impression, therefore, Traditional brand and internet brand in the consumer's mental level, there is no difference, the difference is that the traditional brand and Internet brand in the process of consumer's mental resources, in the specific brand elements of the transfer content and media (channel) differences. In the brand's assets namely brand awareness (brand awareness), brand association based on brand recognition, brand preference, brand loyalty and the establishment and maintenance, almost the same, there are differences, is only the brand elements in the transmission channels and the impact of this channel effect difference. If from the whole enterprise exposure in the market environment, it is necessary to integrate the enterprise to pass to the consumer's comprehensive information (that is, to solve the enterprise in the consumer's mind, what does it mean?) Of the proposition, and on this basis, system integration, including corporate advertising, public relations, corporate image, and many other elements that can affect consumer cognition, from the perspective of integrated marketing communication, the consistent pace, information dissemination.

Topic Three: PR vs Internet PR

Regardless of the traditional brand, or emerging Internet brand, PR PR in the brand's operational promotion and maintenance of the medium-term this plays an increasingly important role, especially the internet age. Then, as the Internet Era brand promotion and maintenance, corporate image in the process of building the important role of public relations, how to carry out? On the micro level, the role of the media and opinion leaders should not be underestimated in this environment of freedom of speech and information, in addition to the end-users of direct services. In the specific form of operation, it can be a conference, reception, interviews, in-depth interviews, press, exhibitions, friendship, clubs and many other forms of informal. In particular, the need to be sensitive to the Internet media and the emotional effect of the occasion, which is compared with traditional media, the spread of Internet media effect is more amazing, so good use, the effect is often unexpected. Of course, if there is no potential to borrow, can rally, and carry out a chain, longer time span of the news planning, do a good job of each node control and the corresponding crisis management mechanism, the use of some media to detonate the focus, some media continued to follow, some media depth excavation, planning arrangements, grasp the key, the use of good rhythm. Of course, as PR practice accumulation, the highest state of public relations for no PR, with good products and services, integrity management and honest style to win the trust of consumers.