新媒体环境下老牌国货品牌形象的再塑-AtlantisPress.PDFVIP

Advances in Social Science, Education and Humanities Research (ASSEHR), volume 314 4th International Conference on Social Sciences and Economic Development (ICSSED 2019) The reshaping of the time-honored brand image under the new media environment Sishun Hao SOOCHOW UNIVERSITY SCHOOL OF COMMUNICATION, SUZHOU, JIANGSU, CHINA 163.com *Sishun Hao Keywords: new media; marketing; brand image Abstract. Since China’s reform and opening up, foreign brands have entered the Chinese market and exerted a strong impact on domestic brands. There are a lot of new enterprises in succession in China. Some of the brands come from earlier ages and have been passed so far. They have been regarded as “time-honored brands” in the mind of consumers. But these “time-honored brands” are also facing many problems in sales and promotion: the consumer aging and their groups reduce; the brand image is rigid and so on. Under the circumstances, many time-honored brands have decided to change their marketing and promotion methods and make their efforts to use new media platforms, link social networks and reshape their brand image. 新媒体环境下老牌国货品牌形象的再塑 郝思舜 苏州大学传媒学院，苏州，江苏，中国 163.com *郝思舜 关键词：新媒体；营销；品牌形象 中文摘要.改革开放以来，国外的品牌进入中国市场，对本土品牌产生了强大的冲击力，国内 也产陆续生了许多新的企业，这些企业的品牌有些来自于更早的年代，一直流传至今，成为 了消费者心中的“老字号” 。但是“老字号”也会面临很多销售和推广上的问题，品牌受众老龄 化，消费者群体减少，品牌形象僵化等。而在这样的情况下，不少“老字号”决定转变营销推广 方式，在新媒体平台发力，联动社交网络，进行品牌形象的重塑。 1. 引言 当今社会，互联网的发展，使得新媒体成为我们生活中不可或缺的信息渠道。我们用微 信、QQ 等社交软件交流，用新浪微博、各类新闻 APP 来获取资讯，走在街上有移动电视和 电子大屏，这些新媒体媒介，提供了一个个信息平台，这些平台也正是广告主们做广告的好 地方。相较于传统媒体，新媒体更加迅速、直观、便捷、反馈更快、用户对接更精准。