品牌故事营销的思路与方式  

作　　者：王世龙[1] 

机构地区：[1]辽宁师范大学文学院广告学系

出　　处：《中国广告》2014年第7期134-136,共3页China Advertising

摘　　要：当前品牌营销面临严峻的形势,信息的海量和媒体环境的复杂多变,特别是社会化媒体,移动互联网的出现和飞速发展,品牌的信息被碎片化,甚至彻底被粉碎,传统的营销方式面临巨大挑战。故事营销作为一种新的品牌营销方式,极具故事性、感染力与沟通力。本文提出了品牌故事营销的四种思路与方式:1擅用故事的力量:2.让梦想照进现实:3.营造独特体验:4激发情感认同。At present, the brand marksting is faced with severe situation the mass information and media environment is complex and changeable, especially in social media, mobile Internet and the rapid development, brand information is fragmented, and even completely shattered, the traditional marketing is facing enormous challenges. The story of marketing as s new brand marketing way, very story, appeal end communication. This paper presents four ideas snd methods of brand story marketing： 1, using the power of story; 2, let the dream into reality; 3, to create s unique experience; 4, the emotion recognition.

关 键 词：故事营销 品牌信仰 消费体验 

分 类 号：F713.8[经济管理—广告]