新媒体时代下豪车品牌社交媒体展示与品牌形象探讨--以“劳斯莱斯微博视频”事件为例

Discussion on Social Media Display and Brand Image of Luxury Car Brands in the New Media Era——Take the“Rolls-Royce Weibo Video”incident as an Example

在新媒体环境下,面对来自不同平台快节奏、碎片化的信息传播和年轻挑剔的用户,品牌保持形象多面一致性变得更具挑战,尤其是年轻人众多的社交平台与品牌形象交互时,是机遇也是挑战。文章主要采用案例分析法,通过分析劳斯莱斯库里南品牌形象建设并以2021年10月的微博视频事件为例,探讨在新媒体时代品牌如何利用好社交平台展示,助力今后品牌形象建设。最后得出启示,在社交媒体上的品牌形象建设应考虑所展示的内容与品牌形象建设内容保持一致性;在社交平台传播过程中应及时留意传播事件的性状和用户反馈;在品牌形象展示中需要调查和考虑更广泛的用户感受且照顾他们的情感需求。

In the new media environment,in the face of fast-paced and fragmented information dissemination from different platforms and young discerning users,it has become more challenging for brands to maintain a multi-faceted image consistency,especially social platforms and brand images with many young people.When interacting,there are both opportunities and challenges.The article mainly adopts the case analysis method,by analyzing the brand image construction of Rolls-Royce Cullinan and taking the Weibo video event in October 2021 as an example,to discuss how the brand can make good use of social platform display in the new media era to help the brand image in the future.building.Finally,the inspiration is drawn.The brand image construction on social media should consider the consistency between the displayed content and the brand image construction content;in the process of social platform dissemination,attention should be paid to the characteristics of the dissemination events and user feedback;in the brand image display Broader user feelings need to be investigated and considered and their emotional needs catered for.