新媒体时代品牌传播策略探析——以卫龙为例

新媒体时代品牌传播策略探析——以卫龙为例

摘要

在当前新媒体时代中，企业通过新媒体平台开展品牌传播活动的能力逐渐成为衡量其企业竞争力的重要指标，也成为提升传统企业、实现技术跨越的重要驱动力量。在逐渐激烈的市场竞争中，越来越多的传统企业开始对如何在互联网环境下品牌发展的策略做出认真的思考，重新规划品牌营销策略以适应当前市场，努力找寻新媒体品牌传播渠道以符合自身发展需要。当前，社交媒体也在不断变化，出现各种丰富的类型，成为不容忽视的传播渠道，如微信、微博更是成为社会热点关注的聚焦平台。本文将以卫龙企业为例，来探索新媒体品牌传播应用管理的启示，以期为相关管理者提供有价值的参考。

关键词：新媒体；品牌传播；卫龙

Abstract

In the current era of new media, the ability of enterprises to carry out brand communication activities through new media platforms has gradually become an important indicator to measure the competitiveness of their enterprises, and has also become an important driving force for upgrading traditional enterprises and achieving technological leapfrogging. In the increasingly fierce market competition, more and more traditional enterprises have begun to seriously consider how to develop their brands in the Internet environment, re-planning brand marketing strategies to adapt to the current market, and strive to find new media brand communication channels. Meet the needs of their own development. At present, social media is constantly changing, and various types of richness have emerged, which have become channels of communication that cannot be ignored. For example, WeChat and Weibo have become the focus of attention of the society. This article will take Weilong Enterprise as an example to explore the enlightenment of new media brand communication application management, in order to provide valuable reference for relevant managers.

Keywords: new media; brand communication; Weilong

目录

摘要 (1)

Abstract (2)

一、引言 (5)

二、概念界定及相关理论 (5)

（一）品牌的涵义 (5)

（二）新媒体的内涵 (5)

（三）传统品牌传播的策略 (6)

（四）新媒体时代的品牌传播策略 (7)

三、新媒体时代卫龙品牌传播策略分析 (7)

（一）卫龙简介 (7)

（二）卫龙的品牌新媒体传播策略 (8)

1.互联网广告 (8)

2.新媒体公关 (9)

3.互联网销售 (9)

4.社交媒体的人际传播 (10)

（三）卫龙品牌新媒体传播的实施效果 (11)

1.实现良好的经济效益 (11)

2.实现品牌的塑造 (11)

3.实现信息聚合性 (12)

4.实现受众目标性 (12)

5.实现品牌的迅速传播 (13)

四、新媒体时代卫龙品牌传播策略的成功经验和启示 (14)

（一）卫龙品牌新媒体传播策略的成功经验 (14)

1.传播内容有较强情感认同 (14)

2.主体形象突出有较强个性 (14)

3.品牌传播效率较高效果较佳 (15)

4.品牌传播的地域性较广 (15)

（二）卫龙品牌新媒体传播策略对其他企业的启示 (15)

1.加强与消费者的情感沟通 (15)

2.突出品牌形象树立品牌个性 (16)

3.提高品牌传播效率 (16)

五、结论 (17)

参考文献 (17)