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品牌开放观点旨在让消费者感到轻松自然,主动接受品牌传播过程中的信息传递,并且能够满足及时性需求。今天,随着信息数字化技术的不断发展,尤其是互联网技术的日新月异,消费者对个体话语权的要求不断高涨,个性化需求趋势也在逐渐增强。在这样的背景条件下,品牌建设理论并没有随着时代的发展不断进步,所以不可避免地出现了许多相对“封闭”的共性。诸如在品牌传播方面,强调消费者的认知而忽视消费者对品牌塑造的参与度;在与消费者沟通方面,局限于单向信息传递,缺
Brand open point of view to make consumers feel relaxed and natural, take the initiative to accept the brand communication process of information transmission, and to meet the timely needs. Today, with the continuous development of information digitalization technology, especially with the rapid development of Internet technology, the demand of individual consumers for individual right of speech is continuously rising and the trend of personalized demand is gradually increasing. Under such background conditions, the theory of brand building has not progressed with the development of the times. Therefore, many relative “closed” universes have inevitably emerged. Such as brand communication, emphasizing consumers ’cognition and ignoring consumers’ participation in brand building. In communicating with consumers, it is limited to one-way information transmission, lacking