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

Abstract

In today’s society, with the support of information technology, the media is constantly developing in the direction of integration, which has a profound impact on all aspects of people’s social life. The brand of agricultural products is derived from the definition of brand, based on the differences of production areas, varieties and quality of characteristic agricultural products, and conveyed the information of characteristic agricultural products in the form of trademarks, certification marks, and product packaging. In order to solve the problems existing in the running process of brand promotion system of characteristic agricultural products, the concept of Internet of Things was introduced. The Internet of Things is a network that shows that objects and objects are connected with each other. Customers who use the Internet of Things can communicate and exchange information between any kind of goods. This paper focuses on the content of the improved K-means clustering model based on multibrand communication of agricultural products, expounds the analysis model and scope of agricultural product brand communication, applies the Internet of Things and related technologies to the brand promotion system of characteristic agricultural products, and simulates agricultural product brand communication by using big data fuzzy K-means clustering algorithm. Finally, the calculation of coincidence rate proves that the maximum distance between agricultural product brand communication influence and K-means clustering algorithm is consistent with the JC value of nodes, and the correct rate is as high as 90%. A communication mode that is more in line with the law of brand influence communication of agricultural products.