新媒体已在大众视野中逐渐兴起,博客、微博、微信、虚拟社区等网络平台日趋成熟,传统媒体进行品牌宣传的劣势开始暴露。企业需要精确定位自身和新媒体的特征,选择合适的新媒体形式进行自身品牌的建设和维护。本文首先对新媒体和企业品牌进行界定,进一步论证了新媒体在当前社会中树立企业品牌的重要性,最后就如何利用新媒体树立企业品牌进行分析和探讨。 New media has been gradually emerging in the public field of vision. Online platforms such as blogs, Weibo, WeChat, and virtual communities have become increasingly mature, and the disadvantages of traditional media for brand promotion have begun to emerge. Enterprises need to accurately locate the characteristics of their own and new media, select the appropriate form of new media for its own brand building and maintenance. This article first defines the new media and corporate brand, further demonstrates the importance of new media in establishing corporate brand in the current society, and finally on how to use new media to establish corporate brand analysis and discussion.