关于传播,如今已经进入一个多管齐下的阶段。传播的渠道日益增多,形式也更加生动活泼。但为了实现传播的有效,尽管可资利用的渠道很多,我们都不能背离一个原则,那就是“服从品牌定位,指向品牌形象”。在定位、卖点的传播上,基本可以通俗地概括成“条条大路通罗马”。条条大路,是一切可资利用的传播形式、手段;罗马,则是传播的终极,即个体品牌的建立。商业品牌的传播,如今已是所谓“整合营销传播”时代。美国广告代理商协会对它 With regard to communication, it has now entered a multi-pronged phase. The number of channels for transmission has increased and the forms have become more lively and lively. However, in order to achieve effective dissemination, although there are many channels available, we cannot deviate from the principle that “subject to brand positioning and point to brand image”. In the dissemination of positioning and selling points, it can basically be summarized in a general way as “all roads lead to Rome”. All roads are all forms of communication and methods that can be used; Rome is the ultimate transmission, that is, the establishment of individual brands. The spread of commercial brands is now the era of so-called “integrated marketing communications.” American Association of Advertising Agents on it