新媒体时代下品牌传播策略及包装设计研究

Brand Communication Strategy and Packaging Design in the New Media Era

目的 在新媒体时代背景下,研究品牌传播方式的变化,总结新的传播策略以指导品牌的包装设计。方法 从传播学角度,搭建了传统品牌传播模型,结合新媒体时代下媒介与消费者的新特征,对该模型进行了优化重构,基于新模型的特征总结了新媒体时代下品牌的传播策略,由此提出了品牌包装设计的注意事项,并以瑞幸咖啡为例进行了论证。结论 在新媒体时代下,媒介的全能性和消费者的主动性对品牌的传播产生了巨大的影响,品牌方应从三个方面建立传播策略并指导其包装设计:适当提高品牌方自身的舆论投入,在设计时结合媒介的全能性,关注大众消费群体舆论的实时性,同时兼顾特定消费群体需求的差异性;引导消费者进行舆论讨论并发表更多的正面评价,在设计时结合消费者的主动性,充分体现包装的高辨识度与可互动性;进行品牌联合,在设计时综合运用上述策略,注意表达方式和内容的选取。

The work aims to study the changes of brand communication forms and summarize new communication strategies to guide brand packaging design in the new media era.Based on the perspective of communication studies,the traditional brand communication model was established,and then reconstructed in combination with the new characteristics of media and consumers in the new media era.The brand communication strategies in the new media era were summarized based on the characteristics of the new model,and the matters needing attention in brand packaging design were put forward with the example of Luckin Coffee.In the new media era,the omnipotence of the media and the initiative of consumers have a great impact on the communication of the brand.The brand should establish communication strategies and guide its packaging design from three aspects:firstly,appropriately improve its own public opinion input,pay attention to the real-time public opinion of the mass consumer groups and the differences in the needs of specific consumer groups based on the omnipotence of the media;secondly,guide consumers to discuss and publish more positive comments,and fully reflect the high recognition and interactivity of packaging based on the initiative of consumers;thirdly,carry out brand alliance,and pay attention to the choice of expression and content by comprehensively applying the strategies mentioned above.