摘要
随着畜牧业的快速发展和市场竞争的日益激烈,饲料产品作为畜牧业的重要组成部分,其品牌传播面临着前所未有的挑战。在当前市场环境下,饲料产品信息传播雷同化、营销手段单一化以及品牌形象模糊化等问题日益凸显,导致消费者难以在众多相似产品中作出选择,企业也难以在市场中脱颖而出。为解决这一问题,新媒体技术以其独特的优势为饲料产品的差异化品牌传播提供了新的契机。在此背景下,本文旨在探讨新媒体技术如何助力饲料产品打破同质化竞争,实现品牌传播的差异化。文章首先分析了当前饲料市场产品传播同质化的现状,随后阐述了新媒体技术在精准定位、增强互动性及创新展示方面的主要优势,并提出了融合新媒体技术进行差异化品牌传播的有效策略,希望为饲料企业在新媒体环境下塑造独特品牌形象,提升市场竞争力提供有益参考。
With the rapid development of animal husbandry and the increasingly fierce market competition,feed products,as an important part of animal husbandry,are facing unprecedented challenges in brand communication.In the current market environment,problems such as the assimilation of feed product information dissemination,the simplification of marketing methods and the ambiguity of brand image are becoming increasingly prominent,making it difficult for consumers to choose among many similar products,and it is difficult for enterprises to stand out in the market.In order to solve this problem,new media technology provides a new opportunity for the differentiated brand communication of feed products with its unique advantages.In this context,this paper aims to explore how new media technology can help feed products break the homogeneous competition and realize the differentiation of brand communication,firstly analyze the current situation of product communication homogeneity in the feed market,and then expound the main advantages of new media technology in precise positioning,enhance interaction and innovative display,and put forward an effective strategy for integrating new media technology for differentiated brand communication,hoping to provide a useful reference for feed enterprises to shape a unique brand image and enhance market competitiveness in the new media environment.
作者
刘博微
LIU Bowei(Henan Vocational Institute of Arts,Zhengzhou,Henan Province,451464)
出处
《中国饲料》
北大核心
2025年第4期109-112,共4页
China Feed
关键词
新媒体
饲料产品
差异化
品牌传播
new media
feed products
differentiation
brand communication
