摘要
数字媒介的信息传输特性使其必然成为品牌传播的承载者。为了实现品牌的形象塑造、宣传推广、产业效益,需要积极推进品牌媒介方式变革,加强品牌媒介策略创新,以此提升目标群体接触品牌的心理关照,架构品牌与客户之间双向互动的情感沟通和价值沟通桥梁,促使客户产生高度的品牌忠诚,长久确立品牌的公信力与生命力。
The information transmission characteristics of digital media will inevitably become the carrier of brand communication. In order to achieve brand image building, publicity and promotion, and industrial benefits, it is necessary to actively promote the transformation of brand media methods, strengthen brand media strategy innovation, so as to enhance the psychological care of target groups in contact with the brand, build a two-way emotional communication and value communication bridge between the brand and customers, promote customers to have a high degree of brand loyalty, and establish the brand’s credibility and vitality for a long time.
作者
张汀
ZHANG Ting(Chizhou University,Chizhou 247000,China)
出处
《哈尔滨学院学报》
2022年第12期36-38,共3页
Journal of Harbin University
关键词
新媒体
品牌传播
碎片化
心理关照
new media
brand communication
fragmentation
psychological care
