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品牌是一个能够为企业带来价值的无形资产,而其形象就是其品牌的特征表现,也是消费者对企业产品和服务的认知态度。企业想要获得更好的发展,就必须加强其企业形象传播。在当前新媒体时代下,信息传播开始表现出新的特征。国有企业原有的品牌形象传播方式已经不再适应大众以及自身发展的需求。在此背景下,本文首先对新媒体时代下信息传播的新特征进行了分析,然后进一步对国有企业品牌形象的传播途径进行了探索。
Brand is an intangible asset that can bring value to the enterprise, and its image is the characteristic performance of its brand and the consumer’s cognition attitude toward the enterprise’s products and services. Enterprises want to get better development, we must strengthen its corporate image communication. In the current era of new media, information dissemination began to show new characteristics. The original brand image transmission mode of state-owned enterprises no longer meets the needs of the general public and their own development. Against this background, this article first analyzes the new characteristics of information dissemination in the new media era, and then explores the ways to spread the brand image of state-owned enterprises.