摘要
面对互联网+食品行业的变革浪潮,以"三只松鼠"为代表的互联网食品品牌的传播成为研究行业发展新方向的范本。在互联网食品品牌的微博传播中,为了塑造和维持统一的品牌个性,品牌的微博传播内容应用了与品牌没有直接关联的软性内容主题、文本+图片为主的传播形式,具有亚文化特色的多元语言风格等手段。这些手段和方式也给出了一些互联网食品品牌的微博传播应用启发:使用社会化媒体构建与受众的对话体系;多元化表达,塑造统一品牌个性;以亚文化基因传播品牌。
Faced with the revolution in internet plus food industry, the communication of internet food brand three squirrels has become a model to research the direction of development in the industry. In order to create and maintain a unified brand personality, internet food brand used some methods such as spreading content themes without direct relationship to the brand in micro-blog, mainly using a com- munication form of text plus image and the multi language style with the sub culture characteristic. These methods also give some inspiration for the application of micro blog dissemination of internet food brands. First, using social media to build a dialogue system with the audiences; second, using a variety of means of communication to create and maintain a unified brand personality. Also try to use sub culture factors in the communication of brand.
出处
《食品与机械》
CSCD
北大核心
2016年第8期211-215,共5页
Food and Machinery
关键词
食品品牌
微博传播
互联网+
三只松鼠
品牌个性
Food brand
micro blog communication
internet plus
three squirrels
brand character
