社会化媒体改变了世界的沟通方式,对广告传播而言,面临传统广告经验逐渐失效,消费者获取品牌经验的过程不再单一,消费者需求路径被显化的全新挑战。因此,在社会化媒体环境下,广告需要重塑,广告功能需要向社会化媒体消费者的服务提供者转变,成为社会化媒体口碑内容创造者、X生活服务者、不打烊的品牌关系维护者。 Social media has changed the way of communication in the world and is facing a brand new challenge to the advertisement communication in that the traditional advertising experience is gradually invalidated, the process of obtaining brand experience by consumers is no longer simple, and the demand path of consumers is being changed. Therefore, under the social media environment, advertising needs to be reshaped, and the advertising function needs to be transformed into service providers for social media consumers, becoming social media word-of-mouth content creators, X life service providers, and imprudent brand relationship maintainers .