技术的发展推动着传媒格局的变化,全媒体传播的时代到来了。当原生的内容成为传播的话题;当各种终端上围绕话题形成的讨论带动消费者产生关注、互动;当品牌与消费者以内容作为沟通元的交流不断深入,消费者对品牌的关注、对营销参与的意望也同时被调动起来。以内容为核心的消费者沟通与品牌传播已成为新的传播热点与趋势,品牌借助影视平台以及文体活动平台,创意原生内容作为传播要素,同时依托大数据的支持制定的涵盖全媒体范围的营销传播,将充分运用不同媒体的特性 The development of technology to promote the changes in the media structure, all media, the advent of the era. When the content of the original content becomes a topic of communication; When the discussions on the various topics around the terminals lead consumers to pay attention and interact with each other; When the brand and the consumers communicate with each other as elements of communication, consumers’ attention to the brand, The desire to participate in marketing is also mobilized at the same time. As the core content of the consumer communication and brand communication has become a new hot spots and trends in the dissemination of the brand with the platform for the film and television sports activities, creative content as a source of original elements of communication, while relying on big data support the development of all-media coverage of marketing Dissemination, will make full use of the characteristics of different media