| 浅论新媒体时代的品牌战略创新 |
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| 引用本文： | 陈艳彩. 浅论新媒体时代的品牌战略创新[J]. 中国地质大学学报(社会科学版), 2009, 9(2) |
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| 作者姓名： | 陈艳彩 |
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| 作者单位： | 湖南工业大学,新闻与传播学院,湖南,株洲,412008 |
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| 摘 要： | 在新媒体时代,企业主导者和品牌业界如何应对品牌变局,实现品牌战略创新并创造品牌制胜的发展空间是企业亟待解决的问题.本文从分析新媒体时代变化特征入手,提出通过品牌创新设计、媒介契合和新媒介开发及市场共振等手段积极推进品牌创新战略变革,实现品牌管理从"有形"向"无形"转变,打造强势品牌.
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| 关 键 词： | 新媒体时代 品牌战略 品牌基因 传播媒介 |
Research on the Brand Strategy Innovation in New Media Time |
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| CHEN Yan-cai. Research on the Brand Strategy Innovation in New Media Time[J]. Journal of China University of Geosciences(Social Sciences Edition), 2009, 9(2) |
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| Authors: | CHEN Yan-cai |
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| Affiliation: | College of Journalism and Communications;Hu'nan University of Technology;Zhuzhou 412008;China |
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| Abstract: | The problem that needs prompt solution for companies in the new media time is how to cooperate with the media to deal with the brand transformation so as to realize the strategy innovation and create the new space for brand development.Starting from the analysis of the characteristics of changing environment in new media time,this paper explores the ways for companies to carry out the strategy transformation of brand innovation,from materiality to immateriality,including creative brand design,media matching... |
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| Keywords: | new media time brand strategy brand gene dissemination medium |
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