融媒体背景下品牌联合营销策略研究

Research on Brand Alliance Marketin Strategy under the Background of Media Convergence

品牌是企业的标签,代表了企业的形象、价值和文化,是保障企业具备竞争优势的重要因素。融媒体的发展有利于企业产品和品牌信息内容的优化传播,不但加速了传播速度,还拓宽了传播渠道,为企业营销提供了优渥的土壤。通过融媒体进行品牌联合营销,可以通过线上与线下,传统与新兴媒体的互融互通来提高品牌各方的知名度,实现劣势互补、强势加强,达到促进消费、实现利益最大化的目的。因此,研究融媒体背景下品牌联合营销策略,具有十分重要的现实意义。

Brand is the label of an enterprise.It represents the image,value and culture of an enterprise.It is an important factor to ensure the competitive advantage of an enterprise.The development of financial media is to optimize the communication of enterprise products and brand information content,which not only speeds up the communication speed,but also widens the communication channels and provides excellent soil for enterprise marketing.Through the combination of online and offline,traditional and emerging media,we can improve the brand awareness,complement each other s disadvantages,strengthen their strengths,and achieve the purpose of promoting consumption and maximizing benefits.Therefore,it is of great practical significance to study the brand joint marketing strategy under the background of financial media.