摘要
如今微综艺以自身独特的优势特点吸引了资本方和品牌主等多方关注。基于微综艺自身的营销潜能和品牌主对品效合一追逐的需要,提出一种全新的内容传播方式即"微综艺×品牌"模式构想,在大数据驱动下基于用户画像进行微综艺IP定制,并在移动场景下助推"微综艺×品牌"共情式适配传播,最后得益于MCN助力进而将"微综艺×品牌"垂直内容分发及变现,达成双方都孜孜追求的品效合一。在该过程中品牌理念与微综节目内容要有较高的匹配度,创新电商营销模式以加速营销传播效果的实际转化。
Currently,micro variety shows have attracted the attention of the capital,brand owners and other parties with its unique superior characteristic. Based on the marketing potential of the micro-variety show itself and the owners’ need to pursue brand reputation and sales increase at the same time,a new way of content communication,namely "Micro Variety × Brand" mode concept is proposed. This mode is devoted to IP customization of micro variety based on user portraits driven by big data and the empathy adaptive communication of "Micro Variety × Brand" in mobile scenes. Finally,with the help of MCN,vertical content distribution and realization of "Micro Variety × Brand" can be achieved,which eventually leads to the promotion of brand reputation and sales synchronously. In this process,particularly,the brand concept and the content of micro variety show should be highly matched and the innovation of the e-commerce marketing mode is needed in order to accelerate the actual transformation of marketing and communication effect.
出处
《传媒观察》
CSSCI
2021年第5期72-77,共6页
Media Observer
关键词
微综艺
品牌
传播
品效合一
micro variety
brand
communication
achievement of brand reputation and sales increase
