摘要
新媒体时代传播特征和营销方式的变化,对传统品牌的发展带来巨大挑战。文章指出了在新的营销环境下,企业开展新媒体整合营销应具备的商业思维,进而提出传统品牌的新媒体整合营销策略,为传统品牌在新媒体环境下的转型突破提供借鉴。
The changes of communication characteristics and marketing methods in the new media era have brought great challenges to the development of traditional national brands.This paper puts forward the business thinking that enterprises should have in carrying out new media integrated marketing under the new marketing environment,and puts forward the new media integrated marketing strategy for traditional national brands,in order to provide references for the transformation and breakthrough of traditional national brands.
作者
童芸
TONG Yun(Zhejiang Tongji Vocational College of Science and Technology,Hangzhou 311231,China)
出处
《广东农工商职业技术学院学报》
2022年第1期34-37,共4页
Journal of Guangdong Agriculture Industry Business Polytechnic
关键词
传统
民族品牌
新媒体
整合营销
tradition
national brands
new media
integrated marketing
