论文部分内容阅读
近年来随着互联网的普及,海尔领先确立了建立互联网时代第一影响力品牌的传播战略,希望能将互联网作为品牌传播的一个重要渠道,与更多目标消费者建立互动沟通。白电品牌的推广也是遵循着这一战略进行的。在这个大框架下,白电作为海尔的核心业务部门,重点思考如何顺应数字化营销的趋势,运用数字化平台与核心消费者进行深度互动和沟通,进而强化产品的核心记忆点,提升消费者的品牌偏好。同时在推广上,更加注重虚实网络的打通,传统媒体和网络媒体在传播上并不是独立开来的,而是要求在内容上有更深层次的链接。
In recent years, with the popularization of the Internet, Haier has established the communication strategy of establishing the first influential brand in Internet era. It hopes to establish Internet as an important channel for brand communication and establish interactive communication with more target consumers. White brand promotion is to follow this strategy. In this framework, White Light as the core business unit of Haier, focusing on how to comply with the trend of digital marketing, using digital platform and core consumers in-depth interaction and communication, and thus strengthen the product’s core memory point, enhance consumer brands Preference. At the same time in the promotion, pay more attention to the opening of the virtual network, traditional media and online media is not in the spread of an independent, but requires a deeper link in the content.