品牌管理在新传播时代下的发展.doc

品牌管理在新传播时代下的发展

摘要
    随着信息传播媒介发展的多样化，消费者获得的各种信息的渠道越来越丰富，而企业的品牌形象，便形成于这杂乱而没有头绪的信息传播过程中。这直接导致很多品牌在无意之中被淹没于茫茫视野，再难引起消费者的注意。更有甚者，当网络上流传开不利于某个品牌的形象的信息的时候，面对舆论的攻击，企业可能会手足失措，不能很好地利用公众的注意力转危为安、变危为机，企业的发展就会面临严峻考验。因此，如何在新传播时代做好品牌管理变得尤为重要，本文已现有理论为基础，进一步对品牌管理在新传播时代的发展进行研究，并分析了品牌管理在未来新传播时代的发展趋势。
关键词：品牌管理  新媒体  传播  发展

Brand management in the new era of development of the spread

Abstract
   Along with the development of information media diversification, the consumers get all kinds of information channel is more and more abundant, and the enterprise brand image, they form in this mixed and disorderly and have no idea of the information dissemination process. This led directly to the many brand in inadvertently to be drowned out by the vast field of vision, and difficult to attract consumers attention. What is more, when network rounds against a particular brand of image information, in the face of public opinion against, the enterprise may brothers head, can't use well the attention of the public through, become the crisis into an opportunity for, the development of the enterprise will be the serious test. Therefore, how to spread in the new era to be more important to brand management, this paper already existing theory as a foundation, further to the brand management in the new era of the spread, and analyzed the brand management in the future development trend of the era of new communication.
Keywords: Brand; New media;Management Development

目录
1 新传播时代概述 4
1.1新传播时代的定义 4
1.2新传播时代与旧媒体时代的比较 4
2 品牌管理概述 4
2.1品牌管理的定义 4
2.2品牌管理的重要性 5
3 品牌管理在新传播时代下的发展 5
3.1品牌实施面临新选择 5
3.2品牌定制剧的出现 6
3.3品牌客户管理从微博开始 7
3.4  品牌的圈子化营销 8
4 品牌管理在未来新传播时代的发展趋势 9
4.1话题营销成为品牌营销新趋势 9
4.2品牌与媒体的联盟营销 9
4.3各种媒体的资源整合 10
4.4品牌传播创新呈现实效化 10
总 结 12
参考文献 13