数据时代的国家品牌传播

National Brand Communication in the Era of Data

随着传播科技的发展,利用大数据进行商业品牌营销的手段已经逐步成熟,由此催生了精准化营销、全程化测评等。然而就国家品牌传播而言,大数据技术的应用还不够深入,这在未来国家品牌传播中应当引起重视。本文从国家品牌传播的特殊性入手,探讨新媒体环境下国家品牌传播应如何利用数据进行资源整合,讲好品牌故事,实现精准传播,避免话语误读。

With the development of communication technology,the means of commercial brand marketing using big data technology have gradually matured,resulting in accurate marketing and full-time evaluation. However,in the area of the national brand communication,the application of big data technology is not enough,which is an important part of national brand communication in the future. This article focuses on the particularity of national brand communication,exploring how national brand communication utilizes data,integrates brand resources,tells a good brand story,and realizes accurate communication in the digital age.