Formation and Diffusion Analysis of Agricultural Product Brand Communication Influence Based on Big Data Fuzzy K-Means Clustering in Convergent Media Era

Table 1

Summary of the spread influence of agricultural products brands.

Research on brand contact point management for industry	Touch point management is to target those who have contact with consumers.
Cut into the brand contact point from the perspective of management	Closely related contact points are managed with emphasis, and the author bases on the service industry to explore the brand contact points in the service line.
Analysis of brand contact points from the perspective of new media	Outstanding role in the industry
Analysis of the relationship between product quality and brand contact point	Consumer centered, whether it is effect evaluation or communication strategy formulation, is centered on consumers and is considered from four aspects: time, place, scene, and situation.
Brand contact point and enterprise crisis management	According to the sources of consumers’ contact with brand information, it can be divided into three categories: one is the brand information of enterprises, the other is the brand reputation from social media, and the third is the experience of consumers’ participation in brand building.
Research on brand contact point management and brand communication effect	As an important product contact point, through the improvement of product quality, better brand contact point management can be implemented, and the effective management of contact point can collect consumer feedback and other information, thus promoting the improvement of product quality.