华为品牌的全媒体创意策略分析  

Analysis of Huawei’s All Media Creative Strategy

作　　者：张安琪 刘双双 邓仟 Anqi Zhang;Shuangshuang Liu;Qian Deng(School of Journalism and Communication,Hebei Normal University,Shijiazhuang Hebei)

机构地区：[1]河北师范大学新闻传播学院,河北石家庄

出　　处：《新闻传播科学》2024年第2期419-423,共5页Journalism and Communications

摘　　要：本文探讨了华为在全媒体创意策划方面的策略及其对品牌建设和市场营销的重要性。通过综合运用社交媒体、官网、移动应用等多种平台,华为实现了品牌信息的全球一致性传递与地方市场个性化营销的平衡。分析了华为如何通过全媒体策略加强全球品牌影响力,特别是在保持品牌统一性、利用用户数据进行优化营销同时保护用户隐私,以及如何持续创造有吸引力的内容以避免用户疲劳方面的实践。本文为企业提供了如何提升品牌影响力的全媒体创意策略启示,展示了全媒体创意策划在现代营销中的有效性。This article explores Huawei’s strategy in all media creative planning and its importance for brand building and marketing.By comprehensively utilizing various platforms such as social media,official websites,and mobile applications,Huawei has achieved a balance between global consistency in brand information transmission and personalized marketing in local markets.It analyzes how Huawei strengthens its global brand influence through an all media strategy,particularly in maintaining brand consistency,optimizing marketing through user data while protecting user privacy,and practicing how to continuously create attractive content to avoid user fatigue.This article provides insights on how to enhance brand influence through all media creative strategies for enterprises,demonstrating the effectiveness of all media creative planning in modern marketing.

关 键 词：华为 全媒体创意策略 品牌建设 

分 类 号：F42[经济管理—产业经济]