“互联网+”时代企业品牌传播的创新研究

New Ideas of Enterprise Brand Communication in the Era of " Internet + "

随着"互联网+"时代的全面到来,大数据快速发展,企业品牌的传播环境发生巨大变化,品牌传播群体、传播媒介及传播内容都呈现出新的特点。通过对互联网时代品牌传播特点的分析,提出整合媒体传播、特色化内容营销设计及借助大数据提供个性化服务等策略,以提升新背景下企业品牌传播的效率和效果。

With the advent of the ＂Internet ＋ ＂ Era and the rapid development of big data, great changes have taken place in the communication environment of the enterprise brands. Brand communication groups, media and communication content demonstrate new features. This paper, through the analysis of brand communication characteristics in the Internet era, puts forward the strategy of integrating media communication and the featured content marketing design, and providing personalized service with big data so as to enhance the efficiency and effectiveness of enterprise brand communication in the new context.