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随着互联网和信息时代的到来,在新媒介环境之下的品牌传播发生了巨大改变,科学技术的突飞猛进从根本上扭转了传统品牌传播理论。传统广告传播方式已经被整合成营销传播,品牌传播被提升到战略高度。品牌传播是品牌构建的主体内容,准确理解品牌是品牌传播的基础,只有把产品和企业文化这一“实”的层面、符号与象征这一“虚”的层面进行整合之后,对“实”与“虚”两个层面构成的传播体系真正理解之后,才能建立起品牌传播体系。作为品牌传播研究者
With the advent of the Internet and the information era, brand communication has undergone tremendous changes under the new media environment. The rapid development of science and technology has fundamentally reversed the traditional theory of brand communication. The traditional way of advertising has been integrated into marketing communications, brand communication was promoted to a strategic level. Brand communication is the main content of brand building. To accurately understand that brand is the foundation of brand communication, only by integrating the “real” level of product and corporate culture, symbol and symbolic “virtual” level, After we really understand the communication system formed by the two layers of “real ” and “virtual ”, we can establish a brand communication system. As a brand communication researcher