品牌创新传播模型及操作导向研究

新媒体时代，广告主如何在海量信息中使品牌所要传达的信息准确到达目标消费者，并促使其产生反馈？本文围绕这一问题，以市场营销学、传播学、消费者心理学为理论基础，将互联网、终端、内容产品等新兴营销传播工具纳入品牌传播体系，建构以“告知——认知——体验——共享”为核心的“品牌创新传播层级模型”，并提出了差异、整合、互动三大导向性原则，以期为广告主更好地控制品牌信息、提高传播效率提供参考。

A study on brand innovative communication model and its operation guide

In the new media era, how to accurately transmit advertisers' brand information to target audience and receive active reaction from them? Focusing on the question and marketing, communication and consumption psychology as academic background, this thesis, which taking new marketing tools like the Internet, mobile phone and P.O.P into brand communication system, bring out a brand innovative communication model.The model, whose goal is to advance advertiser's brand information control and enhance communicatio...