摘要
随着融媒体时代的发展,鞋类品牌在形象塑造和传播策略方面面临新的挑战和机遇。为了成功塑造与传播品牌形象,需要综合运用多种传播渠道,以内容创新为核心,精准定位目标受众,并加强与消费者的互动。本文介绍了融媒体时代的背景与特点,并分析了鞋类品牌在融媒体时代的传播策略,包括适应市场变化、加强风险防控以及把握创新发展趋势。这些建议旨在帮助品牌在激烈的市场竞争中塑造独特、积极的形象,提升品牌价值和市场影响力。
With the development of integrated media era,footwear brands are facing new challenges and opportuni⁃ties in image shaping and communication strategies.In order to successfully shape and promote brand image,it is nec⁃essary to comprehensively utilize multiple communication channels,with content innovation as the core,accurately target the audience,and strengthen interaction with consumers.This article introduced the background and character⁃istics of integrated media era,and analyzed the communication strategies of footwear brands in the integrated media era,including adapting to market changes,strengthening risk prevention and control,and grasping innovative devel⁃opment trends.These suggestions aim to help brands shape a unique and positive image in the fierce market competi⁃tion,enhance brand value and market influence.
作者
侯晓博
程晓皎
HOU Xiaobo;CHENG Xiaojiao(Heilongjiang Institute of Technology,Harbin 150000,China)
出处
《中国皮革》
CAS
2024年第7期78-81,共4页
China Leather
基金
黑龙江省文化厅课题(2023B091)
哈尔滨市社科联课题(2023HSKY063)。
关键词
融媒体时代
品牌形象塑造
传播策略
integrated media era
brand image shaping
communication strategy
