新的媒介环境催生了新的传播方式——摄众传播的诞生。在这样的媒介背景中,消费者接触的信息越来越多,品牌间的竞争也越来越激烈,如何吸引消费者注意成为品牌传播需要研究的一个严峻课题。本文在分析摄众传播概念的基础上,结合本土品牌传播情况从传播内容、范围、手段三方面提出了摄众化时代的品牌传播策略。 The new media environment has given birth to a new mode of communication - the birth of the audience. In such a media background, consumers are exposed to more and more information and competition among brands is becoming more and more intense. How to attract consumers’ attention becomes a serious issue to be studied in brand communication. Based on the analysis of the concept of audience communication, this paper proposes the strategy of brand communication in the age of the audience from the aspects of content, scope and means of communication in combination with the local brand communication.