| 卓识,喻仲文.沉浸式营销下品牌形象设计特征与传播策略研究[J].包装工程,2021,42(2):217-222. |
| 沉浸式营销下品牌形象设计特征与传播策略研究 |
| Brand Image Design Characteristics and Communication Strategy in the Context of Immersive Marketing |
| 投稿时间：2020-09-23 |
| DOI：10.19554/j.cnki.1001-3563.2021.02.034 |
| 中文关键词: 沉浸式营销 互联网企业 品牌形象 快闪店 设计特征 传播策略 |
| 英文关键词: immersive marketing Internet company brand image pop-up retail design characteristics communication strategy |
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| 中文摘要: |
| 目的 在沉浸式营销的背景下，以互联网企业品牌形象传播的现状及信息爆炸时代所带来的企业品牌形象设计策略革新为视角，探讨当代互联网企业品牌形象设计的特征及其传播在品牌发展和推广过程中的作用。方法 结合知乎“不知道诊所”快闪店案例分析，从视觉基本元素的角度，详细论述了沉浸式营销之产物“快闪店”视觉形象的精准色彩匹配、简洁化图形设计等特征，探讨如何以视觉的冲击对互联网企业品牌形象进行有效的视觉传达。由此总结基于沉浸式营销模式下互联网企业品牌形象传播的策略。结论 提出沉浸式营销背景下互联网企业利用快闪店的优势进行品牌形象传播的有效途径，传播过程中应注重以内容为主导、建立契合时代背景下消费者需求的品牌理念和输出获得市场认同的品牌价值观几个方面，以此促进良好品牌形象的构建。 |
| 英文摘要: |
| The work aims to explore the role of characteristics and communication of the brand image design of contemporary Internet companies in the brand development and promotion based on the current situation of Internet company brand image communication and the innovation of corporate brand image design strategy brought by the information explosion era in the context of immersive marketing. Combined with the case analysis of the “Problem Clinic” pop-up retail, the precise color matching and simplistic graphic design of the visual image of the immersive marketing product “pop-up retail” was elaborated from the perspective of visual basic elements and how to effectively and visually convey the brand image of Internet companies with visual impact was explored. Thus, the strategy of spreading the brand image of Internet companies under the immersive marketing model was summarized.An effective way for Internet companies to use the advantages of pop-up retails to carry out brand image communication under the background of immersive marketing is proposed. In the process of communication, it is necessary to pay attention to the brand concept focusing on content and meeting consumers’ needs under the background of the times and the value output of brands that have gained market recognition, thus promoting the construction of a good brand image. |
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