如今,世界日趋同质化,产品也日趋同质化。在这种情况下,受众对传统品牌的敏感度越来越低,广告越来越像一个艺术品。究其原因,在互联网数字时代,消费者活动逐渐虚拟化,品牌经营者难以弄清消费者到底身处何处,这使得原先单向的品牌传播效果减弱,品牌也无法被企业单向掌控。如何在互联网时代突显品牌的核心价值,成为许多企业亟待解决的问题。年轻消费者将主导当今和未来的消费市场面对媒体碎片化,消费者的变化首先表现在媒体 Today, the world is becoming more and more homogeneous, and products are becoming more homogenous. In this case, audiences are becoming less and less sensitive to traditional brands and advertising is more and more like a work of art. The reason is that in the digital era of the Internet, consumer activities are becoming more and more virtualized. It is difficult for brand managers to find out where consumers are physically located. This makes the original one-way brand communication effect weakened and the brand unmanageable by enterprises. How to highlight the brand’s core value in the Internet era has become a pressing issue for many enterprises. Young consumers will dominate the consumer market today and in the future to face the media fragmentation, the first change in consumer performance in the media