互联网背景下色彩营销在品牌传播中的应用——以天猫中国色为例  

The Application of Color Marketing in Brand Communication under the Background of Internet-Taking Tmall Chinese Color as an Example

作　　者：曹议澜 Cao Yilan(China Academy of Art,Hangzhou Zhejiang 310012)

机构地区：[1]中国美术学院文创设计制造业协同创新中心,浙江杭州310012

出　　处：《流行色》2022年第10期43-45,共3页Fashion Color

摘　　要：在感性消费时代的趋势下,色彩可谓信息视觉传达的主要途径之一,其在品牌推广中起着无可取代的作用。对于企业而言,品牌文化至关重要,一个优秀的品牌文化能够显著提升消费者的购买欲望。而色彩营销又可谓是品牌文化形成的重要构成,其不仅可以为消费者带来全新的消费体验,而且还可以有效拉近消费者与品牌之间的关系,形成品牌粘性。在此种背景下,将会先深入剖析色彩营销对品牌传播的影响机制,然后再深入探究色彩语义的功能价值和实践方式,并以2021天猫中国色为主要实践案例,介绍色彩在品牌传播中的具体应用,希望给此领域的发展提供一些建议。Under the trend of the era of perceptual consumption,color is one of the main ways of visual communication of information,which plays an irreplaceable role in brand promotion.For enterprises,brand culture is very important,and an excellent brand culture can significantly enhance the purchase desire of consumers.Color marketing is an important component of brand culture.It can not only bring new consumption experience for consumers,but also effectively shorten the relationship between consumers and brands to form brand stickiness.In this context,the influence mechanism of color marketing on brand communication will be deeply analyzed first,and then the functional value and practice mode of color semantics will be deeply explored.Taking 2021 Tmall Chinese Color as the main practice case,the specific application of color in brand communication will be introduced,hoping to provide certain suggestions for the development of this field.

关 键 词：互联网+ 色彩营销 品牌传播 

分 类 号：F27[经济管理—企业管理]