新媒体时代品牌营销传播策略研究

On Strategies of Brand Marketing and Communication in New Media Era

新媒体时代的媒体结构已经发生了革命性的改变,电视、平媒再也不能成为主导一切的终极媒体,媒体受众已经严重分化。品牌在电视、平媒上投入绝对数量的广告费用已是一种浪费。想要有效的实现品牌营销与传播的目的,在传播方式上必须多维度、立体化,进行整合化的立体传播。在新媒体时代,应充分挖掘品牌内涵,与受众互动;更加注重消费者洞察,实时与消费者保持沟通;增强受众体验,充分利用社交媒体进行营销;新媒体与传统媒体联合运用可取得更好的营销传播效果。

The structure of media has been revolutionized in the era of new media. Television and print media can never become ultimate media which dominate everything. The media audience has been dramatically polarized, so large amount of advertising expenses of brands cost on TV and print media is a waste of money. To effectively aehiew, the goal of brand marketing and communication, it is necessary to carry out three-dimensional integrated eommunieation.