基于IBC理论的出版品牌整合传播策略——以“后浪”品牌为例  

Integrated Communication Strategy of Publishing Brand Based on IBC Theory-Taking“Hina”Brand as an Example

作　　者：张丽虹 张宇 Lihong Zhang;Yu Zhang(Publishing College,Beijing Institute of Graphic Communication,Beijing)

机构地区：[1]北京印刷学院出版学院,北京

出　　处：《新闻传播科学》2024年第2期312-317,共6页Journalism and Communications

摘　　要：在IBC理论的视角下,品牌传播的本质是一场以品牌核心价值为基础,以实现消费者价值认同为目的的社会化运动。本文首先梳理后浪品牌传播策略和不足,然后以IBC整合品牌传播理论为分析框架,从品牌的价值核心、移动化跨媒体整合、战略组织传播三个方面,结合实际情况对后浪品牌传播策略中存在的不足给予相应的建议。From the perspective of IBC theory,the essence of brand communication is a social movement based on the core value of the brand and aiming at the realization of consumer value identification.This paper first sorted out Hina brand communication strategy and shortcomings,and then based on IBC integrated brand communication theory as the analysis framework,from the three aspects of brand value core,mobile cross-media integration,and strategic organizational communication,combined with the actual situation to give corresponding suggestions on the shortcomings of Hina brand communication strategy.

关 键 词：IBC理论 出版品牌 整合品牌传播 后浪 

分 类 号：F27[经济管理—企业管理]