基于社交网站的品牌传播研究——以豆瓣小站为例

Study on Brand Communication Based on Social Networking Sites ——Take Douban Station as an Example

基于互联网Web2.0技术产生的社交网站平台在信息传播中具有同质性、相关性、平等性、互动性等特征,作为用户活跃度较高和针对性较强的社交网站,豆瓣网的品牌小站是企业和产品品牌传播的优质平台,探讨品牌在豆瓣小站的社交网络平台上的品牌传播策略,可为企业运用社交网络进行品牌的有效传播提供建议。

Social network platform, produced based on Internet Web2.0 technology, has the characteristic of homogeneity, relevance, equality, interaction, etc in information communication. Being a social networking site with more active users and strong targeting, Douban Station have become an excellent platform for enterprises and brand publicity. This article, taking Dou- ban Station as an Example , discusses brand communication strategies on the social network platform and provides suggestions for effective brand communication.