场景革命下的品牌传播——以耐克跑步为例-brand communication under the scene revolution - taking nike running as an example.docxVIP

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场景革命下的品牌传播——以耐克跑步为例-brand communication under the scene revolution - taking nike running as an example.docx

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场景革命下的品牌传播——以耐克跑步为例-brand communication under the scene revolution - taking nike running as an example

AbstractAsAbstractAs consumers shift from computer terminal to mobile phones and other mobile terminals，brand communication start to step into the mobile Intemet era．The development of mobile intemet affect business industry subversively．High degree of integration of people and equipment not only break the boundaries of conventional field，but also cause a chain reaction of brand communication．From the micro·level environment,brand communication itself has changed，spreading type diversified，thecontent of spreding demands a strong creativity，communication media aroundUS，communication effects express straightly and SO on．From the macro level，the Internet has become the infrastructure，the rise of subculturel community，the mobility space or——time——and other consumer environment．Faced with the new changes in thenew mobile intemet environment，brand communication difficulties encountered．The essence of mobile spread is providing services and content is based on special context．So，I take context as a study entrance to look for mobile Internet brand communication solutions．The context under mobile Intemet is to insight onsumerspsychological and behavioral in the background of mobile intemet．We can focus consumer in common or individual context．Taking context thinking ways to helpbrand take part in mobile Intemet tide，Taking use of context shift to solve creativity cure．On the basis of the supporting technologies of context，we put the method of constructing a context：take the product positioning as the solution of a context，estabilish a big data platform to structure context．using we media tell the context story；taking the mobite-APP to upgrade experience and other context．Further research found that in the process construct a context as brand itself has changed．Asto the brand itself，the consumer‘S perception about brand from the context．Thestarter of brand become one of brand contexts．Judging from the coummnication pattern，brand communication shift from mimicry context to re