“互联网+"时代品牌设计的特征及传播策略研究

目的以"互联网+"为背景,从企业品牌设计的传播现状及由此带来的企业品牌设计变革为视角,探讨"互联网+"时代品牌设计构建特征与大众传播媒介发生的多维化、立体化变化。方法结合案例分析,由现代企业价值观的改变,大众文化崛起,科技解放了设计方式的时代特征下,探讨如何使企业品牌设计有效、完整、系统地传递。由此,提出"互联网+"时代品牌设计的传播策略。结论提出"互联网+"业态及其传播媒介下的企业品牌设计路径,应该从加强媒介整合、品牌形象设计多元化、强化品牌体验、大众需求精英化几个方面作出有益探索,推进"互联网+"时代的品牌设计良性传播。

Brand Design Characteristics and Communication Strategy of the "Internet+" Era

The work aims to discuss the characteristics of brand design construction and the multi-dimensional and three-dimensional changes of mass media in the "Internet+" era from the perspective of the current situation of corporate brand design communication and the resulting changes in corporate brand design, with the "Internet+" as the background. Based on the case study, how to effectively, completely and systematically transmit the corporate brand design under the characteristics of the times in which the modern corporate values change, mass culture rises, and science and technology liberate the design methods. Therefore, the communication strategy of brand design in the "Internet+" era was put forward. To put forward the "Internet+" business model and its corporate brand design path under the media, the useful exploration of the ways to strengthen media integration, diversify brand image design, enhance brand experience and make public demand more elitist should be carried out to promote the sound dissemination of brand design in the "Internet+" era.