新媒体故事营销——互联网时代的品牌传播之道
马玲刘蕊
河北大学研究生学院
Abstract: 互联网,信息时代最具有代表性的科技创新;故事营销,一种经典传统的品牌营销模式。在昔日没有互联网的日子里,不少品牌借力故事营销,攻城略地、所向披靡,俘获了众多消费者的芳心。然而,面对互联网这一新兴媒介,古老的故事营销能否依然光彩夺目,打动消费者的心弦,实现传统营销模式在新媒体上的创新,这是个值得思考话题。文章选取了近年来新媒体故事营销中较为成功的案例,通过理性分析与思考,以期能对企业日后的品牌传播之道提供些许参考。
- DOI:
10.13556/j.cnki.dncb.cn35-1274/j.2012.02.028
- Series:
- Subject:
- Classification Code:
G206;F274
- Mobile Reading
Read on your phone instantly
Step 1Scan QR Codes
"Mobile CNKI-CNKI Express" App
Step 2Open“CNKI Express”
and click the scan icon in the upper left corner of the homepage.
Step 3Scan QR Codes
Read this article on your phone.
- HTML
- CAJ Download
- PDF Download
Download the mobile appuse the app to scan this coderead the article.
Tips: Please download CAJViewer to view CAJ format full text.
Download: 2284 Page: 106-108 Pagecount: 3 Size: 312K
Citation Network
Related Literature
- Similar Article
- Reader Recommendation
- Associated Author