大数据背景下的手机品牌传播策略研究——以小米手机为例

THE RESEARCH ON MOBILE PHONE BRAND COMMUNICATION STRATEGY UNDER THE BACKGROUND OF BIG DATA——TAKING MILLET PHONE AS AN EXAMPLE

互联网正在兴起并迅速发展,大数据时代已经来临,中国的企业面临数字营销的新机遇和新挑战,为了更好应对这种挑战,需要把握好品牌的传播策略。本文在概述大数据的概念和特点及变革品牌传播模式的基础上,以小米手机为例,从品牌传播的视角来分析其成功的原因、特点及策略,为欲沿袭小米模式的电商企业提供借鉴与参考。

The Internet is emerging and rapidly developing, big data era has come, China＇s enterprises are facing new opportunities and new challenges of digital marketing, in order to better respond to this challenge, need to grasp the brand communication strategy. Based on the overview of the concept and characteristics of large data and change the way of brand communication, take millet mobile phone as an example, from the perspective of brand communication to analyze the reasons, features and strategies, which will provide reference for the electric business enterprise to follow the pattern of millet.