（初稿）20190422新媒体时代品牌传播策略探析.docx

PAGE\*MERGEFORMAT19PAGE\*MERGEFORMAT18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AbstractInthecurrenteraofnewmedia,theabilityofenterprisestocarryoutbrandcommunicationactivitiesthroughnewmediaplatformshasgraduallybecomeanimportantindicatortomeasurethecompetitivenessoftheirenterprises,andhasalsobecomeanimportantdrivingforceforupgradingtraditionalenterprisesandachievingtechnologicalleapfrogging.Intheincreasinglyfiercemarketcompetition,moreandmoretraditionalenterpriseshavebeguntoseriouslyconsiderhowtodeveloptheirbrandsintheInternetenvironment,re-planningbrandmarketingstrategiestoadapttothecurrentmarket,andstrivetofindnewmediabrandcommunicationchannels.Meettheneedsoftheirowndevelopment.Atpresent,socialmediaisconstantlychanging,andvarioustypesofrichnesshaveemerged,whichhavebecomechannelsofcommunicationthatcannotbeignored.Forexample,WeChatandWeibohavebecomethefocusofattentionofthesociety.ThisarticlewilltakeWeilongEnterpriseasanexampletoexploretheenlightenmentofnewmediabrandcommunicationapplicationmanagement,inordertoprovidevaluablereferenceforrelevantmanagers.Keywords:newmedia;brandcommunication;Weilong目录TOC\o"1-3"\h\uHYPERLINK\l_Toc167摘要PAGEREF_Toc1671HYPERLINK\l_Toc28088AbstractPAGEREF_Toc280882HYPERLINK\l_Toc21347一、引言PAGEREF_Toc213475HYPERLINK\l_Toc5050二、概念界定及相关理论PAGEREF_Toc50505HYPERLINK\l_Toc22236（一）品牌的涵义PAGEREF_Toc222365HYPERLINK\l_Toc14451（二）新媒体的内涵PAGEREF_Toc144515HYPERLINK\l_Toc11374（三）传统品牌传播的策略PAGEREF