关于“东北话”品牌形象媒介传播的策划与创作实践
摘 要：品牌的建立和传播过程中媒介是重要的一环，传统的以单行道为主导的传播方式中，传播是从营销者到消费者，在这个系统里，营销者说话，消费者或者潜在消费者会聆听，这种方式以传统大众媒介为主。然而，如今传播变得非常活跃、多面，而且无论有没有营销者都可以发生，互联网的兴起、网络媒体数量疯狂的增长，这些现状的意味着在品牌传播过程中的可选择的媒介越来越多。在“东北话”项目进程中，如何使品牌传播变得更高效是传播过程中需要解决的重要问题。而在该项目中发现，媒介的选择可以利用横向考虑品牌形象传播方法，纵向考虑品牌传播是如何影响消费者的行为。
关键词：媒介；品牌传播；受众
中图分类号：TB472 文献标识码：A
文章编码：1672-7053(2019)01-0127-02
Abstract：Medium is one of the most important parts of a brand’s building and communication. In the traditional mode of transmission, which is dominated by one-way street, transmission is from marketer to consumer. Marketer is the man who decides the place and style of transmission. In this system, marketer is the transmitter and consumer is accepter and the main medium is traditional mass media. However, transmission becomes very active and multidimensional and it could happen without marketer. The development of internet and the growth of the number of network medias mean that we have more medium choices in brand communication. In the project of dialect of northeast China, how to make brand communication more effective is the important question in transmission.The behavior of consumer and the core demands of brand will effect the selection of medium.
Key Words：medium; brand transmission; consumer
