摘要
本文旨在探究皮革时装秀如何通过跨媒体传播策略有效实现品牌文化输出。本文通过系统分析当前皮革时装秀以线下精英秀场与专业媒体为核心的传播模式,指出其在受众覆盖、内容深度与渠道协同方面的局限性。针对这些问题,本文提出跨媒体传播的优化路径。系统化的跨媒体传播能显著提升品牌文化输出的广度与深度,将皮革的工艺传统、创新科技与美学价值转化为可感知的文化符号,从而推动品牌从产品供应商向文化引领者升维,构筑可持续的竞争壁垒。
This paper aims to explore how leather fashion shows can effectively achieve brand culture output through cross-media communication strategies.Through research and analysis of the existing communication model of leather fashion shows,mainly focusing on offline elite runways and professional media,problems exist in terms of the range of people covered,depth of content,and synergy between channels in terms of content dissemination,content production,and channel construction.The overly closed nature leads to the solidification of the circle,the superficiality of content weakens cultural transmission,and the fragmentation of channels affects communication efficiency.In response to these issues,the study proposes an optimized path for cross-media communication,including building a communication matrix that integrates offline runways with short videos,VR/AR,social media,and mass media to expand the audience;deepening cultural narratives such as leather craftsmanship,sustainable concepts through behind-the-scenes documentaries,designer interpretations,and technology columns;and establishing a content middle platform to achieve multi-channel linkage and precise interaction.By means of systematic cross-media communication,the scale and scope of brand culture's output can be effectively expanded;the original craftsmanship,innovative technology,and aesthetic value of leather can thus be transformed into concrete cultural symbols,leading to the brand's transition away from a mere supplier of products to a leader in culture and creating a sustainable competitive obstacle.
作者
董若霖
白莉娜
DONG Ruolin;BAI Lina(Phoenix Digital Media Industry College,Xi’an FanYi University,Xi’an 710000,China;School of Sports Journalism and Media,Xi’an Physical Education University,Xi’an 710068,China)
出处
《皮革与化工》
2025年第5期193-195,共3页
Leather And Chemicals
基金
西安市2023年底社会科学规划基金项目“西安历史文化街区多维度场景传播模式与策略研究”(23LW56)。
关键词
皮革时装秀
跨媒体传播
品牌文化输出
传播矩阵
内容叙事
leather fashion shows
cross-media communication
brand culture output
communication matrix
content narrative
