社会化媒体语境下的品牌文化传播策略研究  

Study on Brand Communication Strategies in the Context of Social Media

作　　者：张继周[1,2] 

机构地区：[1]福州大学阳光学院商学系,福建福州350000 [2]福建师范大学,福建福州350000

出　　处：《钦州学院学报》2014年第1期97-100,共4页Journal of Qinzhou University

基　　金：2013年福建省教育厅课题:基于社交媒体的品牌传播策略研究(JB13467S)

摘　　要：Web2.0网络技术使得网络传播更具互动性,具有创意性的传播及应用形式受到消费者的青睐。社会化媒体参与、公开、交流、对话、社区化、连通性的特点使其成为品牌文化传播的重要平台,策划体验性的传播活动,注重对内传播和对外传播的策略,提升消费者的互动性和参与性,并整合传播媒体及营销策略,可以帮助品牌融入消费者的心智,满足消费者的文化需求,培养消费者的品牌忠诚,从而提升品牌的竞争力。Web2.0 technology makes network more interactive. The communication and application of creative form are fa- vored by consumers. Social media,which has the characteristics of participation, openness, communication, conversation, com- munity-based, connectivity, makes it an important platform for brand culture communication. Strategies including Planning expe- riential activities, paying attention to the internal and external strategies, improving consumers＇ interactiveness and participatory and integrating media and the marketing strategies can help brands to be more acceptable by consumers, meet their cultural needs, cultivate the brand loyalty and enhance the brand competitiveness in the market.

关 键 词：社会化媒体 品牌文化 传播策略 

分 类 号：G206.3[文化科学—传播学]