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品牌文化创意已然成为现代社会影响销售效益的关键因素。在电商时代膨胀时期,讲好品牌故事,向品牌文化的转型与定位,成为独特的文化创意实践。本文基于当前互联网经济发展中品牌文化创意现状,从品牌命名、内容设计、传播方式、用户体验四个维度剖析品牌文化筑造过程中融入的顺应时代需求的文化理念。既反映出网络销售从重视产品设计和功能到重视文化创意的转变,亦昭示着与众不同的生活态度,不同的品位和格调。以品牌文化理念创意为商战战略核心,从而在激烈的网络销售竞争中脱颖而出,引领一种新的审美潮流。
Brand culture and creativity has become the key factor affecting the sales effectiveness of modern society. In the era of e-commerce expansion, a good brand story, to brand culture transformation and positioning, a unique cultural and creative practice. Based on the status quo of brand culture and creativity in current internet economy development, this paper analyzes the cultural conception of adapting to the times’ needs from the four dimensions of brand naming, content design, communication and user experience. Not only reflects the network sales from the emphasis on product design and function to the emphasis on cultural and creative changes, also shows a distinctive attitude to life, different taste and style. With the concept of brand culture as the strategic core business strategy, which in the fierce competition in online sales come to the fore, leading a new aesthetic trend.