自媒体品牌推广的创新模式研究  

Research on the Innovative Model of We-media Brand Promotion

作　　者：杨敏[1] 陈子凝 YANG Min;CHEN Zi-ning(Zhaoqing University,Zhaoqing 526061,China)

机构地区：[1]肇庆学院

出　　处：《价值工程》2019年第16期1-4,共4页Value Engineering

基　　金：肇庆学院省级大学生创新创业训练计划项目“自媒体品牌推广的创新模式研究”(编号:201710580027)的研究成果

摘　　要：品牌推广是提升企业知名度、拓宽营销渠道的重要途径,自媒体则是目前能通过低投入获得高输出的有效推广方式,利用自媒体进行品牌推广是市场的大势所趋。但部分企业在自媒体品牌推广过程中容易陷入误区,不仅未能把自媒体的效能发挥出来,还可能对企业品牌造成负面影响。文章阐述了自媒体品牌推广模式的优势,结合问卷调查的数据分析企业自媒体品牌推广模式存在的缺陷,并提出了相应的对策措施,以期创新企业自媒体品牌推广的现有模式。Brand promotion is an important way to enhance the visibility of enterprises and expand marketing channels."We media"is an effective way to promote high output through low input at present.It is the general trend of the market to use"we media"for brand promotion.However,some enterprises are prone to be misled in the brand promotion process of"we media",which not only fails to give full play to the effectiveness of"we media",but also may cause negative impact on enterprise brands.This paper expounds the advantages of"we media"brand promotion mode,analyzes the defects of enterprise"we media"brand promotion mode based on questionnaire data,and puts forward corresponding countermeasures,in order to innovate the existing mode of enterprise"we media"brand promotion.

关 键 词：自媒体 品牌推广 模式 

分 类 号：G206[文化科学—传播学]