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品牌正在潜移默化地影响着人们的购买行为,品牌一旦形成,就会备受消费者的依赖和关注,也将逐渐成为消费者的惯性选择。如今新媒体发展迅速,但新媒体在品牌传播方面还有很大的局限性,而电视媒体的品牌传播能够弥补其不足,可以有效地提高品牌影响力,提升产品价值。本文从当今电视传媒的特征入手,阐述新媒体时代电视媒体传播品牌的优势、传播能力,并分析企业如何利用电视媒体提高其品牌传播效果以及电视媒体如何提高自身市场竞争力和品牌影响力。
Brand is subtly affecting people’s buying behavior, once the brand is formed, it will be highly dependent on consumers and concerns, will gradually become the inertia of choice for consumers. Nowadays, the development of new media is rapid, but the new media has great limitations in brand communication. The brand communication of the television media can make up for the shortcomings, which can effectively improve brand influence and enhance product value. Starting with the characteristics of today’s television media, this article expounds the advantages and dissemination capabilities of TV media in the new media era. It also analyzes how enterprises use television media to improve their brand communication effects and how the TV media can enhance their market competitiveness and brand influence.