工业4.0时代企业品牌传播路径创新研究

随着工业4.0时代的到来,企业日益面临着升级、转型的压力,因此,思考有效的品牌传播路径,是企业在营销过程中提升品牌价值需重视的环节。本文以海尔集团、广药王老吉两家企业为例,分析它们在工业4.0时代品牌传播路径的创新方式:海尔利用线下到线上的SoLoMo传播路径,向新生代消费者宣传智能新家电,以扭转企业品牌的陈旧感;王老吉通过产品包装技术更新,与阿里合作,牵手游戏厂商,开启大数据平台生态圈传播,以大数据分析为手段开展更多的消费预测和个性化定制。通过对两家企业品牌传播路径的比较分析后认为,我国企业应加强传播渠道整合,做好内容营销,将数据与平台、商圈结合,重视个性化传播。

With the coming of Industrial 4.0 era, enterprises are increasingly faced with the pressure of business model upgrading and transformation. Therefore, it is necessary for enterprises to pay attention to the promotion of brand value in marketing. In this paper, the author takes Haier Group and Guangzhou Wanglaoji Pharmaceutical Co., Ltd. for example to research their brand communication path innovation. Haler Group uses the offline-to-online ＂SoLoMo＂ communication path, tries to show the new smart home appliances to the new generation of consumers to update the brand. Guangzhou Wanglaoji Pharma- ceutical Co., Ltd. tries to update the product packaging technology, and collaborates with AH and game company, by using the big data platform system to communicate with the customer and carrying out more consumer forecasts and personalized customization. Compared with the two companies＂ brand communication paths, we believe that the Chinese enterprises should strengthen the integration of communication channels, do a good job of content marketing, combine the data and platform and the business district, and pay attention to personalized communication.