| 论新媒体环境下的品牌设计与传播 |
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| 引用本文： | 郑建鹏. 论新媒体环境下的品牌设计与传播[J]. 数码设计:surface, 2010, 0(9): 245-247 |
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| 作者姓名： | 郑建鹏 |
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| 作者单位： | 山东工艺美术学院视觉传达设计学院 |
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| 基金项目： | 山东工艺美术学院人文社科课题《论新媒体环境下的品牌设计与传播》研究成果 |
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| 摘 要： | 新媒体环境下,品牌的设计与传播更容易实现同消费者戏剧性沟通,其方式包括广告电影+互动网站传播、网络衍生品传播、悬疑视频+信息网站传播、事件营销+博客传播、单纯网站的趣味传播、病毒短片传播、社会关系网络(SNS)传播等。这些传播方式应该围绕品牌形象的核心和本质,同传统媒体结合起来,围绕消费者展开360度的品牌沟通。
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| 关 键 词： | 新媒体 品牌传播 SNS 病毒营销 |
Discuss the Brand Design and Communication in New Media Environment |
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| ZHENG Jianpeng. Discuss the Brand Design and Communication in New Media Environment[J]. surface, 2010, 0(9): 245-247 |
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| Authors: | ZHENG Jianpeng |
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| Affiliation: | ZHENG Jianpeng |
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| Abstract: | In the new media environment,brand design and communication is easier to achieve dramatic communication with consumers,including advertising film+interactive website communication,network derivatives communication,suspense video+information website communication,event marketing+blog communication,simple website interest spread,virus video communication,SNS communication.The mode of transmission should be built around the core and essence of the brand image,combined with traditional media,around the consumer launch 360-degree brand communication. |
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| Keywords: | new media brand communication SNS virus marketing |
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