论社会化媒体环境下提升品牌认知的路径

On the Ways to lomprove Brand Cognition in the Social Media Environment

在当前多元化社会当中,必须转变传统营销理念与方法,顺应时代发展的潮流,促进品牌认知的提升,为企业创造更高的经济效益。尤其是社会化媒体的出现,极大地改变了人们信息获取的方式和途径,信息传播范围和深度都不断扩大,这也给品牌认知的提升带来了一定的机遇和挑战。因此,应明确经营现状与经营特点,从而充分发挥社会化媒体的优势。分析社会化媒体和品牌认知的基本概念,探索社会化媒体环境下提升品牌认知的路径。

In the current diversified society,we must change the traditional marketing ideas and methods,conform to the trend of the times,promote the promotion of brand awareness,and create good economic benefits for enterprises.Especially with the emergence of social media,it has greatly changed people’s way of obtaining information.The scope and depth of information dissemination are constantly expanding,which also brings certain opportunities and challenges to the promotion of brand awareness.We should make clear the current situation and characteristics of management,so as to give full play to the advantages of social media.This paper will analyze the basic concepts of social media and brand cognition,and explore the implementation path of promoting brand cognition in the social media environment.