基于移动终端的品牌年轻化传播策略

Brand Communication Strategy Based on Mobile Terminal

随着移动终端网民总量的扩大与年轻化发展趋势,移动终端的媒介特性所产生的内容生产及文本表达上的偏向已然成为老品牌年轻化的途径。在众多"老字号"中,故宫博物院利用移动终端的社交性广告在年轻群体中树立了独特的品牌形象,通过对@故宫淘宝的实证分析,发现可以通过寻找共同意义空间作为切入以及持续发起话题保持用户黏性来实现,从而让老品牌焕发年轻的活力。

With the enlargement of the amount of mobile terminal users and the development trend of younger,medium characteristics of mobile terminal content produced by the production and the expression of the text to rejuvenation of old brand has become a way.In many ＂old brand＂,the national Palace Museum use of mobile terminal social advertising in young group set up the unique brand image.Through the taobao @ the Palace Museum,the empirical analysis found that can find common meaning space as cuts and constant topic keep user viscosity,so as to revitalize the old brand young vigor.