社会化媒体品牌传播营销策略分析——以小米手机为例

The Strategic Analysis of Brand Communication Marketing of Social Media——Take Xiaomi mobile phone as an example

互联网时代催生网络营销。社会化媒体对于品牌推广的迅捷性,迅速抢占了传统媒体市场,成为营销传播的利器。小米公司仅仅用了七年的时间,便打造了手机科技行业的一匹黑马,其模式成为商界的成功典范。小米品牌的手机在开展一系列的品牌传播营销活动的过程里,整合多种社会化媒体传播渠道,赋予小米品牌独特企业文化,建立并加深消费者对小米手机更加全面的理解和认同,提升品牌知名度,从而使小米手机创造销售奇迹,迅速崛起为行业领头羊。这些经验势必成为同行业有益的启示与借鉴。

The Internet era has spawned online marketing.For the rapidity of brand promotion,social media quickly seized the traditional media market and achieved a tool for marketing communication.It took only seven years for Xiaomi to build a dark horse in the mobile phone technology industry,and its model became the success of the business community.In the process of launching a series of brand communication marketing activities,Xiaomi brand mobile phones integrate various social media communication channels,give Xiaomi brand a unique corporate culture,establish and deepen consumers’ more comprehensive understanding and recognition of Xiaomi mobile phones,and enhance brands.The popularity gets the Xiaomi mobile phone to create a sales miracle,quickly emerging as the industry leader.These experiences are bound to become useful inspiration and reference for the same industry.