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新媒体时代是品牌失控的时代,新技术频出、渠道多元化、网络碎片化、消费者逆袭,引发人们对品牌经营工作重新思考。长期全局考虑仍是重要工作,在做好策略的前提下,填充有黏性的内容,寻求爆炸式传播撬动点是可行的方向。电信公司需要整合资源统一声音,寻求志同道合的品牌跨界合作;重视策略关注内容,利用民间力量挖掘素材;协调多元化渠道,利用开放平台互动沟通。
New media era is the era of brand out of control, new technologies frequently, diversified channels, network fragmentation, consumer counter-attack, triggering people to re-think the brand management. Long-term global consideration is still an important task. Under the precondition of being a good strategy, it is feasible to fill the content with stickiness and seek the explosive propaganda point. Telecommunication companies need to integrate resources and unify voices to seek like-minded cross-border cooperation in the brand; pay attention to strategies and focus on content, use private resources to tap materials; coordinate diversified channels and utilize open platforms to communicate with each other.