市场营销-新媒体环境下传统日化品牌的转型路径---以六神为例论文.docxVIP

新媒体环境下传统日化品牌的转型路径以六神为例 【摘要】随着互联网和数字化技术、新业态的出现与发展，给传统日化品牌带来了全新的变革。区别于传统媒体，以互联网为代表的的新媒体技术已逐步替代传统媒体，成为品牌可持续发展的重要途径与方式。同时，互联网在我们的生活中的地位也开始变得越来越重要。社会个体的生活方式和工作方式一定程度上都因为新媒体的到来出现了变化，同时在企业组织方面也改变着他们的营销理念、营销方法、营销渠道等。在信息传播上，新媒体拥有即时性、便捷化的特征，这些优势给传统日化品牌年轻化带来了机遇。在新媒体环境下，斗转星移的营销环境、传播渠道中，传统的日化企业面临着数不清的困境与难题，只有主动变革求新，积极地采取品牌年轻化战略，在品牌中注入年轻化的基因，才能让品牌拥有活力。本文首先分析了新媒体时代下品牌传播环境的变化，然后总结了本土日化品牌的发展问题以及原因，从而提出传统日化品牌年轻化的对策。从宏观角度出发进入到中观我国本土日化品牌发展情况再到微观层面，新媒体环境下传统日化品牌六神的品牌年轻化的策略与行动，从而为传统日化品牌在新媒体环境下的年轻化路径提供一定的参考。 【关键词】新媒体；品牌：品牌年轻化；创新；传统日化品牌 注：本论文（设计）题目来源于教师的国家级（或省部级、厅级、市级、校级、企业）科研项目，项目编号为： The Transformation Path of Traditional Daily Chemical Brands in the New Media Environment-Taking Liushen as an Example [Abstract]With the emergence and development of the Internet and digital technologies and new business formats, brand-new changes have been brought to traditional daily chemical brands. Different from traditional media, the new media technology represented by the Internet has gradually replaced traditional media and has become an important way for sustainable development of brands. At the same time, the Internet has also begun to occupy an increasingly important position in the field of communication. The emergence of new media has not only changed the work and lifestyle of individuals, but also changed the marketing concepts, methods and effects of companies in brand business. In terms of information dissemination, new media has the characteristics of immediacy and convenience. These advantages have brought opportunities for the rejuvenation of traditional daily chemical brands. In the new media environment, in the rapidly changing marketing environment and communication environment, traditional daily chemical companies face many challenges and tests. Only by actively seeking innovation and change, implementing a brand rejuvenation strategy, and injecting a young gene into the brand, can the brand be keep active. This article first analyzes the characteristics of the new media, an