新媒体时代国潮品牌建设与传播策略探析 ——以“花西子”为例
苏州工艺美术职业技术学院[ISSN:1006-6977/CN:61-1281/TN]
卷:
期数:
2022年3期
页码:
2
栏目:
出版日期:
2022-11-30
- Title:
- Analysis of brand building and communication strategy of national tide in the new media era ——Take "HuaXizi" as an example
- 文献标志码:
- A
- 摘要:
- “国风”美妆品牌花西子幸运地赶上了“国潮”的风口，对于产品设计的精益求精、传统文化的深度挖掘和品牌文化的不断积淀，创建了整个品牌的传播势能，成为重塑传统文化的优质国潮品牌之一。新媒体时代，应充分利用新媒体的互动性，通过产品设计、包装设计、广告投放、媒体营销等渠道的整合，来塑造品牌文化、提升品牌号召力与影响力。
- Abstract:
- "Guofeng" beauty brand Hua Xizi was fortunate to catch up with the outlet of "National Tide", and the excellence of product design, the in-depth excavation of traditional culture and the continuous accumulation of brand culture created the communication potential of the entire brand and became one of the high-quality national tide brands that reshaped traditional culture. In the era of new media, we should make full use of the interactivity of new media to shape brand culture and enhance brand appeal and influence through the integration of channels such as product design, packaging design, advertising delivery, and media marketing.
更新日期/Last Update:
2022-12-19