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2010年7月发展势头良好的李宁品牌采用了新的标志和口号,直击90后的品牌新定位及紧随其后的传播活动,却未能被90后接受。2011年品牌重塑后的李宁公司业绩下滑,随即对于“90后李宁”的品牌定位病垢之语不断。李宁公司的业绩下降,有诸多原因,在此本文只是从李宁品牌新的传播活动出发,探讨新媒体环境下,品牌如何与新媒体环境中长大的90后一代进行有效的沟通。
In July 2010, the well-developed Li-Ning brand adopted the new logo and slogan. The brand new positioning and its follow-up communication activities after the direct hit 90 failed to be accepted after 90 days. Li Ning, after the reshaping of the brand in 2011, the performance of the company slipped, then the words of “Li Ning after 90” brand positioning scale words continuously. Li Ning’s performance decline, there are many reasons, this article is just starting from the brand new Li Ning dissemination activities to explore the new media environment, the brand how to grow up in the new media environment after 90 generations of effective communication.