Research on Corporate Brand Culture Communication Strategy in The New Media Era

摘要：

　　The rapid development of new media not only has an impact on traditional media,but also enriches and expands the functions of traditional media,making the means and forms of corporate brand culture communication more diversified,more rich and extensive,and has a greater impact on the dissemination of corporate brand culture.Therefore,the arrival of the new media era has brought unprecedented opportunities and challenges to the spread of corporate brand culture.Therefore,enterprises need to innovate brand culture communication strategies to improve their visibility.In this context,this paper analyzes the impact of new media on corporate brand culture communication.In the era of new media,the significance of corporate brand culture communication is studied based on the problems of corporate brand culture communication in the era of new media and the proposed countermeasures.It is expected to bring brand culture communication effect to enterprises,optimize brand marketing management,so as to promote the rapid,stable and healthy development of enterprise brand culture,and finally promote the economic development of enterprises.

关键词： New media Corporate culture Brand spread

作者: Sun Wen

作者单位: Department of marketing,Business School,Shandong Yingcai University

会议类型: 国际会议

会议名称: China Marketing International Conference 2019 (2019中国市场营销国际学术年会)

会议地点: 广州

会议语种:英文

页码: 539-551

在线出版日期: 2019-07-22（万方平台首次上网日期，不代表论文的发表时间）