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新媒体的出现不仅改变了传统媒体的传播模式,也改变了企业品牌传播的策略和渠道。在传播方式上,新媒体着重建立品牌与消费者的情感联系;在传播行为上,新媒体环境中的消费者从被动接受方转为主动分享者。媒体传播模式的变化促使企业改变了品牌传播策略,以适应新媒体环境,创造受众群认同的品牌。本文通过分析传统媒体和新媒体概念的不同含,从不同角度对新媒体带来的品牌传播变革加以分析研究,最后根据多媒体环境下的企业形象特点,提出不同的推广策略和传播效果。
The emergence of new media has not only changed the mode of transmission of traditional media, but also changed the strategy and channel of corporate brand communication. In terms of modes of communication, new media focuses on establishing the emotional connection between brands and consumers. In communication, consumers in new media environments have shifted from passive recipients to active sharers. Changes in the mode of media communication prompted the company to change its brand communication strategy to adapt to the new media environment and create a brand that is acceptable to the audience. By analyzing the different concepts of traditional media and new media, this paper analyzes and analyzes the brand communication revolution brought by new media from different perspectives. Finally, according to the characteristics of corporate culture in multimedia environment, this paper proposes different promotion strategies and dissemination effects.