摘要
微博所具有的平等话语权特质建构了品牌信息的复合式传播方式,微博的多种传播途径有利于引导受众的品牌认同,微博信息的人际共享实现了品牌传播关系的立体化,微博的定制互动生成了品牌内容的自助式传播。基于微博平台的企业品牌传播模式能以低廉的传播成本获得巨大的品牌效应,但微博的扩散性传播也在考验品牌的抗风险能力。因此,企业要不断调整品牌传播策略,以降低传播风险。
The trait of equal discourse right of microblog constructed the composite transmission mode of the brand infor-mation, the multi-route of transmission of microblog has propitious to audience′s brand identity, the interpersonal sha-ring of microblog′s information achieved the three-dimensional of communication relationship of the brand, and the cus-tomized interaction of microblog generated self-helped communication of the content of the brand. The brand communica-tion mode of enterprises could gain huge brand effect by cheap communication cost based on the platform of microblog, but the diffusible communication of microblog has also tested the brand′s ability to anti-risk. Therefore, enterprises should constantly adjust the strategy of brand communication to reduce the risk of communication.
出处
《商业研究》
CSSCI
北大核心
2015年第11期163-166,共4页
Commercial Research
基金
国家社会科学基金项目"中国网络威客的运行机制及应用研究"
项目编号:12CTQ047
关键词
微博
品牌传播
裂变式传播
microblog
communication brand
fissile communication
