摘要
新媒体时代给品牌符号传播带来了前所未有的拓展前景,数字化传播对城市品牌传统的传播模式、传播策略都进行了一场升级变革。文章先对城市品牌数字化传播的内涵与价值进行阐述,再对城市品牌符号数字化传播路径与策略进行创新探讨与诠释。
The new media era has brought unprecedented development prospects for brand symbol communication.Digital communication has carried out an upgrade and reform on the traditional communication mode and communication strategy of city brands.This paper first expounds the connotation and value of the digital communication of city brand,then innovatively discusses and interprets the path and strategy of the digital communication of city brand symbol.
作者
沈国威
Shen Guowei(International Design Art College of Inner Mongolia Normal University,Hohhot 010022,China)
基金
内蒙古自治区教育科学规划课题,课题名称:内蒙古村镇典型文化符号在教育实践中的设计研究,课题编号:NGHYZ201925。
关键词
品牌符号
城市品牌
数字化传播
路径
策略
brand symbol
city brand
digital communication
the path
strategy
