新媒体环境下老字号品牌传播策略研究—以绍兴黄酒“古越龙山”为例.docxVIP

新媒体环境下老字号品牌传播策略研究——以绍兴黄酒“古越龙山”为例 摘 要 随着数字化技术的日益成熟，新媒体作为一种新型传播形式的出现，在给社会公众带来巨大变化的同时，也为老字号行业焕发活力提供良好的契机。新媒体所具有的精确性、即时性、便捷性和互动式传递信息等特征，不但实现企业与消费者的直接互动，还改变企业品牌信息的传播方式。许多老字号品牌敏锐地抓住这个契机，迅速引进新媒体作为品牌传播手段。建立品牌自己的新媒体传播平台，例如：品牌官网、品牌官方微博、微信公众号等。在学术界中，新媒体品牌传播研究受到越来越多人青睐。新媒体开始作为企业传播媒介，那么如何利用其提升老字号品牌传播效率与效果，成为如今炙手可热的重要议题。 新媒体时代，新媒体的出现为许多濒临灭亡的老字号品牌带来一丝机遇。如何使老字号品牌与新媒体完美相结合，利用新媒体传播令老字号品牌焕发活力破茧重生，具有重要的研究意义。基于此，本文通过对大量相关文献和案例的分析梳理结合品牌传播理论，综合运用文献研究法、案例分析法和访谈相结合的方法。探索老字号品牌在新媒体环境下的传播方式、策略以及存在的问题。希望通过本文的研究，在理论和实践层面上，能对我国其他老字号企业在新媒体时代品牌定位和品牌传播等方面提供一定的经验借鉴。 关键词：新媒体；老字号品牌；品牌传播策略 ABSTRACT With the growing maturity of digital technology, the emergence of new media as a new form of communication not only brings great changes to the public, but also provides a good opportunity for the revitalization of the old industry. The characteristics of new media, such as accuracy, instantaneity, convenience and interactive transmission of information, not only realize the direct interaction between enterprises and consumers, but also change the way of dissemination of corporate brand information. Many old brands are keen to seize this opportunity and quickly introduce new media as a means of brand communication. Establish brands own new media communication platform, such as brand official website, brand official micro-blog, Weixin public number, etc. In academia, brand communication research under the new media environment is favored by more and more scholars. Corporate brand communication began to rely on new media as a media, so how old brand will use new media to improve the efficiency and effectiveness of brand communication has become an important hot topic. In the era of new media, the emergence of new media brings a glimmer of opportunity to many old brands on the verge of extinction. How to make the old brand and the new media perfect combination, using the new media communication to make the old brand energetic and rebirth, has important research significance. Based on this, this paper combs a