娱乐时代与体验经济时代背景下的品牌传播  

Brand Communication under the Background of Entertainment Age and Experience Economy

作　　者：郑秋锦[1] 

机构地区：[1]福建农林大学经济与管理学院,福州350002

出　　处：《科技和产业》2010年第12期18-20,34,共4页Science Technology and Industry

基　　金：华侨大学高层次人才科研启动费项目(08BS406);泉州市优秀人才培养专项经费资助项目(10A27);泉州社科规划项目(2010A--ZC10)

摘　　要：全面娱乐时代的到来,体验经济的兴起,消费者已突破传统的消费心理,而转向追求趣味性、追求时尚的消费,并且重视消费过程中的亲身体验。因此,传统的品牌传播方式已不能满足消费者的需求,传统的传播方式面临新的挑战。品牌传播娱乐化是适合这一环境变化的重要营销传播变革。本文重点论述娱乐时代与体验经济时代背景下的对品牌传播的影响。with the advent of overall entertainment age and rising of experience economy,customers have broken through traditional customer＇s psychology,transferred into interest and fashion and emphasized on the experiencing in person on the progress of consuming.Therefore,Traditional brand communication mode can＇t meet the requirement of consumers and face new challenge.Entertainment orientation is the important marketing communication reform on the adaptation environment change.This paper stresses on the influence of brand communication under the background of entertainment age and experience economy.

关 键 词：娱乐时代 体验经济 品牌传播 影响 

分 类 号：F712[经济管理—产业经济]