数字化时代的品牌管理范式变革

摘要

In the last decade,the popularization of digital media in the consumers is worth attention in academic field,however,there are few relative researches on how digital media has effected brand management.Digital age changes the interaction between consumers and brand and between consumers and this shift in behavior requires a reappraisal of how brands should be managed.The brand management community-oriented paradigm enriches the practical field of the few researches on brand management and provides new way for the enterprises to integrate their brand into the digitalized life of consumers.This new paradigm integrates digital media into the strategic function of brand management,which greatly uphold brand value.%在过去的十年中，数字媒体在消费者群体中普及是一个值得学术界关注的问题。然而，有关数字媒体如何影响品牌管理的相关研究却寥寥无几。数字时代改变了消费者与品牌以及消费者之间的互动，这种行为上的变化需要我们对品牌管理进行重新审视。品牌管理社区导向范式丰富了目前研究甚少的品牌管理实践领域，也为企业将品牌融入进消费者的数字化生活提供了途径。这一新范式将数字媒体纳入品牌管理的战略和职能中去，大大提升了品牌价值。