摘要
伴随着新消费时代的到来,时尚消费的新“圈层”人际模式因其共享、开放、多层次化的人际关系链条推动着品牌新的发展,但时尚品牌尤其是其文化价值渗透在传播中仍面临困境。为此,文章以“网红”为核心的传播圈层网,构建了新时代时尚品牌文化传播的新模型,旨在打造以传播品牌文化价值内涵为主的人际关系新“圈层”,促进品牌战略升级。
With the advent of the new era of consumption,the new“circle”interpersonal model of fashion consumption promotes the brand’s new development due to its shared,open and multi-layered interpersonal relationship chain,however,fashion brands,especially the permeation of their cultural values in communication,still faced difficulties.To this end,the paper constructs a new model of the cultural communication for fashion brands in the new era based on the communication circle network with the“Internet celebrity”as its core,aiming to create a new“circle”of interpersonal relationship based on the dissemination of brand culture,and promote the brand upgrading.
出处
《纺织导报》
CAS
2019年第8期97-100,共4页
China Textile Leader
基金
浙江省教育厅一般科研项目（Y201839429）
关键词
网红
时尚传播
品牌文化
圈层关系
Internet celebrity
fashion communication
brand culture
circle relationship
