品牌营销是企业的刚性需求。一个企业如果想长期持续发展需要走两条路,首先是建立自己的品牌,其次是不停地做产品的创新,进行产品差异化。长远来看,品牌营销的需求在中国一定会越来越普遍。以前,大部分的企业都将互联网作为销售平台使用,动辄谈精准营销、效果营销.而把品牌建设费用投入到电视,户外等媒介上,但是现在的情况已然发生变化,中国网民如今已达6亿,未来会更多,在全民都上网的情况下,互联网则成为大众传播的媒体,这使它具备了承载品牌传播的价值,因此,企业的品牌营销也将朝互联网媒体转移。眼下,一个新的媒体时代已然到来。其显著特点是媒介多元、内容充沛。以数字化技术衍生出的社会化媒体及移动互联网为代表的诸多新媒体形式,正在剧烈地改变着传统媒体格局。 Brand marketing is the rigid demand of enterprises. If you want a long-term sustainable development of enterprises need to go two ways, first of all, to establish their own brand, followed by constantly doing product innovation, product differentiation. In the long run, the demand for brand marketing will surely become more and more common in China. In the past, most enterprises used the Internet as a sales platform and frequently talked about precision marketing and effectiveness marketing. However, the cost of brand-building has been put into television and outdoor media, but the situation has changed now that Chinese Internet users have now reached 6 In the future, the Internet will become the media for mass media. This will make it have the value of bearing brand communication. Therefore, brand marketing of enterprises will also shift towards Internet media. Right now, a new era of media has arrived. Its distinctive feature is a multi-media, full of content. Many new media forms represented by social media and mobile internet derived from digital technology are drastically changing the traditional media landscape.