摘要
在中国经济崛起背景以及互联网经济带动下,一批新国货品牌成为当今中国乃至世界年轻人的新宠,并重新定义“中国制造”品牌形象。本文以14个典型新国货品牌为例,依托新4C法则,研究其传播逻辑和进路,发现新国潮品牌善于运用场景法则、社群法则、内容法则和链接法则,具体包括:“补白”时空和情绪需求场景,开创蓝海市场;通过圈层突破、节点推荐和价值共创,深耕社群经济;制作兼具品牌营销和社交货币功能的“4I”内容,打造流量通货;IP营销、活动营销和快闪营销三管齐下,完善品牌传播链路。
Under the background of China’s economic rise and the Internet economy,a number of new domestic brands have become the new favorites of young people in China and even the world,and redefined the brand image of“made in China”.Taking 14 typical new domestic brands as examples,based on 4C rule,this paper studies their communication logic and Approach,and finds that new Guochao brands are good at using context rule,community rule,content rule and connection rule,including fill the space and emotional demand scene to create blue ocean market;breakthrough in circles,with node recommendation and value co-creation to deeply cultivate community economy;create“4I”content with the functions of brand marketing and social currency to create flow currency;IP marketing,event marketing and flash marketing are three ways to improve the brand communication link.
出处
《新媒体与社会》
2022年第1期189-203,共15页
New Media and Society
基金
国家社科基金重大项目“丝绸之路经济带沿线国家文化产业合作共赢模式及路径研究”(项目编号:17ZDA044)
作者简介
刘锐,上海交通大学人文艺术研究院副研究员
