社交媒体时代下的品牌传播策略研究

Research on Brand Communication Strategy in the Social Media Era

随着社交媒体被广泛运用,各大品牌运作和传播方式也随之不断创新升级。报纸、电视和广播等传统的品牌传播方式已经不再适用于社交媒体时代。社交媒体的强大在于它相较于传统媒体有着更广阔的受众群体以及更好的交互能力等,这些都是品牌传播极其重要的要素。本文通过深入分析传统媒体和社交媒体的优劣势,阐述社交媒体对品牌传播的影响及社交媒体语境下的品牌传播应对策略。

With the widespread of social media,big companies are constantly innovating and upgrading brand operation and communication.Traditional brand communication by means of newspaper,TV and radio are no longer suitable for the social media era.What makes social media so powerful is that it has a broader audience and better interaction than traditional media,all of which are crucial elements of brand communication.Through analyzing the advantages and disadvantages of social media and traditional media,this article expounds the influence of social media on brand communication and the countermeasures of brand communication in the context of social media.