摘要
媒介融合的重大影响之一就是知识生产和学习方式的改变。这种改变与品牌传播受众主动地进行以品牌学习体验和主观经验传播为基础的消费者品牌介入拥有高度相关关系。利用受众表达主体思想和自我展示的需要,引导他们主动地参与到品牌构建、品牌传播、品牌维护和管理的过程中来,以此形成基于关系导向的品牌传播新观念。
One of the significant impacts of media convergence is a change in the way of knowledge producing and learning. The change has a high degree of correlation with consumer engagement based on the brand experiencing and intentional communicating of the audience. By the way of meeting the needs of expressing the main ideas and self-presenting, disseminators could construct the new ideas of brand communication to guide consumers to take part in brand building,brand communication, brand maintenance and management process.
出处
《品牌》
2017年第2期39-45,共7页
Brand
基金
重庆第二师范学院教学改革研究项目"文化传媒专业群的转型研究与实践"(转型研究专项项目
项目编号:ZXJG02)阶段性成果
关键词
媒介融合
知识生产
消费者品牌介入
品牌传播
Media convergence
Knowledge production
Unicom learning
Brand engagement
Brand communication
Brand relationship
