汤姆·邓肯认为“每—个与品牌有关的、消费者或潜在消费者与个品牌之间的承载信息的互动都可以被称为品牌接触点”。在品牌与用户之间存在着大量看似断裂实则接续的信息互动接触点。通过这些品牌触点,要准确、有效地传达媒体品牌的真实意图并不容易。因此,报社需要发现并布局报社与用户之间的关键接触点,并且学会如何在关键触点上与用户互动,坚持四个持续行动,做好员工培训,内外同步,才能长久、稳定地维系住目标用户。 Tom Duncan argues that “every interaction with a brand that carries information between a consumer or potential consumer and a brand can be called a brand touch point.” Between the brand and the user there is a lot of seemingly broken, but in fact follow the information interaction touch point. Through these brand contacts, it is not easy to accurately and effectively convey the true intentions of media brands. Therefore, the newspaper office needs to discover and lay out the key contact points between the newspaper and the user, learn how to interact with the user on the key touch points, adhere to the four continuous actions, train the staff and synchronize both inside and outside in order to maintain a stable and long-term Target users.