传播的仪式观视角下的互联网品牌传播

Internet Brand Communication from the Perspective of the Ritual View of Communication

品牌传播具有时空特性,既要形成空间上的影响力,又要在时间上保证品牌文化的延续性。面向互联网的品牌传播已经逐渐从传统的大众传媒品牌传播模式中走出来,形成了具有新媒体特质的新思路,即聚合注意力、精准定位与沟通、开展口碑传播。这些新思路依然集中在如何形成品牌传播的空间影响力上。从传播的仪式观视角切入互联网品牌传播研究,寻求品牌传播保持时间上延续性的策略和思路,为品牌传播打开了一扇新的大门。

Brand communication has its own spatiotemporal characteristics, which not only has to exert influence on the space, but also to ensure the continuity of the brand culture in terms of time. The brand communication that the internet is confronted with has gradually come out from the traditional communication mode of mass media brand, and formed the new ideas with the characteristics of new media, which include attention polymerization, precise positioning and communication and mouth communication of brand. Nevertheless, these new ideas still focus on how to form a space influence of brand communication. This paper attempts to make a research on the internet brand communication from the perspective of the ritual view of communication so as to seek the brand communication strate- gy, keep the continuity of time and find a new way out for the brand communication.