上一期专栏说到,大众媒体时代企业创建品牌的思路是大声量、大传播,把品牌某个方面的表现作为一个重要的信息塞到消费者脑袋里面去。在数字媒体时代,沟通的定义发生了变化,沟通由单向变成了双向。一方面,消费者会听品牌在说什么,另一方面也会主动搜寻新的信息。沟通方式变成了被动加主动的过程。在这一背景下,品牌主与消费者沟通存在着两个方面的问题。一是还要继续向消费 The last column said that the idea of ​​creating a brand in the mass media era was loud and big spread, which put the performance of a brand as an important piece of information in the minds of consumers. In the digital media era, the definition of communication has changed, and communication has changed from one-way to two-way. On the one hand, consumers will listen to the brand what to say, on the other hand will also actively search for new information. Communication has become a passive plus active process. In this context, brand owners and consumers there are two aspects of communication problems. First, we must continue to spend