新媒体环境下,品牌创新是克服品牌老化、使品牌生命不断得以延长的唯一途径,品牌必须随着企业经营环境的变化和消费者需求的变化,不断变化发展其内涵和表现形式,品牌创新也成为品牌自我发展的必然诉求。本文对新媒体及其环境进行了概述,以康师傅为例探讨了在新媒体环境下品牌的重要性,提出了新媒体环境下品牌创新的策略。 Under the new media environment, brand innovation is the only way to overcome the brand aging and extend the life of the brand. The brand must constantly change and develop its connotation and form as the business environment and consumer demand change. Brand innovation Become a necessary self-development brand appeal. This article gives an overview of the new media and its environment. Taking Master Kong as an example, this paper discusses the importance of the brand in the new media environment and puts forward the strategy of brand innovation in the new media environment.