摘要
针对品牌声音营销进行归纳分析,引入ASMR这一以声音为基础的感知觉传播介质为品牌声音营销设计的新切入点。从品牌营销设计中的声音要素入手,详细论述了品牌中的声音传播、“互联网+”背景下的品牌声音营销新需求及ASMR的研究发展,进一步探讨ASMR在品牌声音营销中的应用及作用,分析ASMR于饮品、食品及生活用品服务类消费品牌中所能发挥的设计应用潜力。同时分析了ASMR在运用与推广方面的系列问题,最后分别从声音特性对品牌标识设计的塑造、消费者定位的把控、品牌声音营销媒介的选取及声音商标与市场合法化角度提出了相适用的建议。文章提出“互联网+”背景下新媒体互动结合ASMR进行品牌整体设计推广的有效途径,其中应注重与品牌功能及营销对象的需求相契合,完善声音商标的建立、选取恰当的互联网媒介平台进行投放、规范声音标识的权益法规,以此实现多感官的品牌传播和整体性的品牌设计,为新时代品牌营销提出新的思路。
The work aims to conduct an inductive analysis of brand sound marketing,and introduce ASMR,a sound-based perceptual communication medium,as a new entry point of brand sound marketing design.Starting from the sound elements in brand marketing design,this paper discusses in detail the sound communication in the brand,the new demand for brand sound marketing under the background of“Internet+”and the research and development of ASMR,and further discusses the application and role of ASMR in brand sound marketing.Analyze the design application potential of ASMR in beverage,food and daily necessities;At the same time,this paper analyzes a series of problems in the application and promotion of ASMR sound marketing,and puts forward corresponding suggestions from three perspectives:the shaping of brand identity by sound characteristics,the control of consumer positioning,and the legalization of sound trademark and market.This paper proposes the effective way to promote the overall brand design and promotion of new media interaction combined with ASMR under the background of and“Internet+”.We should pay attention to the combination of brand functions and marketing objects,improve the establishment of sound trademarks,select appropriate Internet media platforms for placement and standardize the rights and interests regulations of phonogram,so as to provide new ideas for brand marketing in the new era.
作者
汪军
杨珂
WANG Jun;YANG Ke(School of art design and media,East China University of Science and Technology,Shanghai 200237,China)
出处
《工业工程设计》
2022年第1期90-99,102,共11页
INDUSTRIAL&ENGINEERING DESIGN
基金
华东理工大学2020年度教学改革项目(19BJY063)。
