新创企业在新媒体环境下的品牌建设研究——以“拼多多”为例

Research on brand building of new enterprises in new media environment—Take pinduoduo for example

笔者在通过对比新媒体和传统媒体的区别之后对新创企业品牌建设的背景做了分析。阐述了品牌建设对新创企业的价值,概括了在新媒体环境下新创企业品牌建设的新契机,在国家政策的支持下新创企业品牌建设有了新的优势。在互联网上查看了相关新创企业后选取了“拼多多”对其发展历程做了研究,分析了其品牌建设的做法和问题,并对新创企业在新媒体环境下的品牌建设提出了建设思路和策略。

After comparing the differences between new media and traditional media,the author analyzes the background of brand building of new enterprises.This paper expounds the value of brand construction for new enterprises,summarizes the new opportunities of brand construction for new enterprises under the new media environment,and gives new advantages to brand construction of new enterprises under the support of national policies.After checking relevant new enterprises on the Internet,the author selected"pinduoduo"to study its development process,analyzed its brand construction practices and problems,and proposed construction ideas and strategies for new enterprises'brand construction in the new media environment.