品牌初创期中新媒体传播策略研究

目的通过对品牌初创期发展需求的分析,以及探究新媒体较之传统媒体在信息传播中的优势,使之正确地认识品牌初创期中新媒体的传播优势、策略及意义。方法通过对品牌阶段性发展(初创期、成长期、成熟期、老化期)需求的解析,得出品牌初创期所要解决的首要任务和需求侧重点,并对当下信息传播环境中消费者认知的演变和新媒体传播的优势进行对比与分析,提高消费者与品牌相关信息的匹配度,实现双方共振的传播策略,更有效地保障目标消费者群体对传播信息的接受、注意、认知和阅读,从而更好地促进品牌初创期相关信息的传达,最终提升品牌认知率与增强品牌竞争力。结论信息内容融入阅读场景、信息传达提供选择的方式、信息深度匹配价值需求。

New Media Communication Strategies in Brand Start-up Period

The work aims to make it possible to correctly understand the communication advantages, strategies and significance of the new media in the brand start-up period, through the analysis on the development needs of the brand start-up period and the exploration of new media''s advantages in the information communication compared with the tradi-tional media. Through the analysis on the development needs of brand (start-up period, growth period, maturity period, aging period), the top priority and demand focus to be solved in brand start-up period were obtained, and the evolution of consumer cognition and advantages of new media communication in the current information communication environment were compared and analyzed, so as to improve the matching degree of consumer and brand-related information, realize the communication strategy of mutual resonance, more effectively guarantee the acceptance, attention, cognition and reading of communication information by target consumer groups, thus better promoting the communication of brand-related in-formation in the start-up period, and finally improve the brand cognition rate and enhance brand competitiveness. The in-formation contents are integrated into the reading scenarios, information communication provides acquisition selection and information depth matches value demand.