| 摘要: |
| 目的 在5G时代背景下，基于品牌营销领域的成功案例，分析并探索Vlog这一短视频内容分支赋能品牌营销的策略方法。方法 从品牌营销理论出发，梳理Vlog在国内的发展现状，采用实地调查和文献分析等研究方法，通过系统分析OPPO品牌如何利用Vlog展现其产品及品牌优势，从而实现品牌营销推广的典型案例，提出了若干Vlog赋能品牌营销的具体实践路径。结论 Vlog赋能品牌营销的关键在于品牌方要针对自身的品牌调性积极寻求匹配的Vlogger展开合作，并与之建立起密切联系。品牌方既要充分赋权Vlogger转换品牌语言的自由，使其通过Vlog记录和发布新产品的开箱测评，又要采用Vlog场景化营销和Vlog创意延伸的形式实现内容输出和品牌营销的共存，让Vlog营销成为品牌营销战略中的关键一环，为品牌营销注入新鲜血液。 |
| 关键词: 5G 短视频 Vlog Vlogger 品牌营销 |
| DOI：10.19554/j.cnki.1001-3563.2023.02.046 |
| 分类号:TB472 |
| 基金项目: |
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| Vlog Enabled Brand Marketing Strategy in 5G Era |
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SU Yan, SHI Yu-ting
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(Suzhou University of Science and Technology, Jiangsu Suzhou 215000, China)
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| Abstract: |
| The work aims to analyze and explore the strategy method of Vlog, a short video content branch, enabling brand marketing based on successful cases in the field of brand marketing in 5G era. From the brand marketing theory, the development status of Vlog in China was combed. Through research methods such as field survey, literature analysis, etc., the typical case of how OPPO showing its products and brand advantages to achieve brand marketing and promotion was systematically analyzed to put forward several specific practice paths for Vlog enabling brand marketing. The key to Vlog enabled brand marketing is that the brand must actively seek Vlogger for cooperation according to its brand tone and establish close contact with Vlogger. Brand must fully grant Vlogger the freedom to switch brand language so that it can record and release out-of-the-box evaluations of new products through Vlog, and use Vlog scene marketing and Vlog creative extensions to achieve content output and brand marketing. Thus, Vlog marketing can become a key part of brand marketing strategy and injects fresh blood into brand marketing. |
| Key words: 5G short video Vlog Vlogger brand marketing |
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