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数字化背景下企业品牌形象的传播策略

Communication Strategy of Enterprise Brand Image under the Digital Background
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摘要 在数字化时代,企业面临着如何在竞争日益激烈的市场中有效传播其品牌形象的挑战。随着信息技术的快速发展,传统的品牌传播策略已无法完全满足当前的市场需求,品牌必须采用创新的方法来增强其知名度、塑造独特的品牌特性,并提升其市场竞争地位。本文详细探讨了数字化背景下品牌形象传播的3个主要策略:整合传播渠道以发挥协同效应,利用数据分析实现精准的受众定位,以及统一品牌形象以强化其管理连贯性,旨在有效应对信息泛滥、受众多样化,以及保持跨渠道一致性的挑战,从而提升其市场竞争力。 In the digital era,enterprises are facing the challenge of how to effectively spread their brand image in the increasingly competitive market.With the rapid development of information technology,the traditional brand communication strategy has been unable to fully meet the current market demand,so brands must adopt innovative methods to enhance their popularity,shape their unique brand characteristics,and enhance their competitive position in the market.This paper discusses in detail under the background of digital brand image communication three main strategies:integrated communication channels to play synergy,use of data analysis to achieve accurate audience positioning,and unified brand image to strengthen its management coherence,aims to effectively cope with information,audience diversification,and across the channels of consistency,so as to enhance its market competitiveness.
作者 张名岳 ZHANG Mingyue(Department of Management,Woosong University,Daejeon 34606,Korea)
机构地区 又松大学管理系
出处 《鞋类工艺与设计》 2024年第11期150-152,共3页 SHOES TECHNOLOGY AND DESIGN
关键词 品牌形象 数字化传播 跨渠道协同 数据分析 统一品牌管理 brand image digital communication cross-channel collaboration data analysis unified brand management
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