移动互联时代品牌传播的场景革命

Scene Revolution of Brand Communication in Mobile Internet Era

在移动互联时代,数字化场景正在重构商业、媒介、消费、社交的模式,场景成为品牌传播的连接点、触发点与消费点。传统的品牌传播模式面临数字化的场景革命,品牌传播竞争的重点将落在如何构建基于数字化的入口场景、消费场景和支付场景上,并将这些场景进行跨界整合以实现与消费者的连接、沟通、互动和分享。品牌形象的建构不再是广告的长期投资,而是基于品牌与消费者彼此的理解、信任与分享。企业只有借助日渐兴起的社群,通过协同分享,实现品牌的价值。

In the era of mobile Internet,brand communication relies on digital scene to interact with consumers and to encourage consumption,by reconstructing business,media,consumption and social models.The traditional brand communication model is facing a revolution brought by digital scene. The focus will be on how to establish digital scenarios for entry,consumption and payment and on how to integrate these scenes to realize connection,communication,interaction and sharing with consumers. The construction of brand image is no longer a long-term investment in advertising,but mutual understanding,trust and sharing between brand and consumers. Enterprises can only achieve brand values,by relying on burgeoning communities and collaborative sharing.