社交媒体环境下的品牌互动传播研究——以小米公司为案例

Research on Brand Communication Interaction in Social Media Environment——Based on the Case of Mi

本文基于小米公司案例,研究了社交媒体环境下品牌互动传播中的渠道矩阵建构、互动行为方式与互动机制模式。具有“企业媒体化”趋势的品牌方,通过构建社交媒体矩阵,围绕功能价值、情感价值和精神价值方面进行品牌价值内容传播,用户行为也体现了围绕功能、情感和精神价值诉求进行互动分享的消费社群特征。传播品牌方与用户进行互动传播编码、解码、译码时,其传播信息、分享信息和反映信息的过程是往复循环、持续不断的。社交媒体有效互动传播基于一定的媒介技术、营销理念、营销环境以及用户的诉求而产生,实现了“零距离”的即时反馈。

Based on the case of Mi,The paper research on the Brand Interactive communication,Specifically including construction of Channel matrix,User's behavior and Interactive mechanism.Brand ownner,with the tendency of“Enterprise mediaization”,constructs the social media matrix to communicate the brand value around the functional value,emotional value and spiritual value.Meanwhile the users'interactive behaviors are also around the values.When the brand owners interacts with the users,the process of disseminating information,sharing information and reflecting information during the encoding,decoding,and interpretation is cyclical and continuous.The effective interaction communication are based on certain media technology,marketing concept,marketing environment and user's appeal,and have the instant feedback as if“Zero distance”.