摘 要
随着社交媒体的迅猛发展，传统品牌传播模式面临巨大变革，本研究旨在探讨社交媒体时代品牌形象塑造的新策略。通过对国内外相关文献的梳理以及对典型品牌的案例分析，结合定量与定性研究方法，选取了多个具有代表性的社交媒体平台进行深入剖析。研究发现，在社交媒体语境下，品牌形象塑造呈现出互动性、即时性和个性化等新特征。企业需要构建以用户为中心的内容生态体系，通过精准定位目标受众，打造富有感染力的品牌故事，实现从单向传播向双向互动的转变。创新点在于首次提出“社交资产”概念，将粉丝粘性、话题热度和口碑效应纳入品牌价值评估体系，为衡量品牌在社交媒体上的影响力提供了全新视角。
关键词：社交媒体 品牌形象 用户互动
Abstract
With the rapid development of social media, the traditional brand communication mode is facing great changes. This study aims to explore the new strategies of brand image building in the era of social media. Through the combing of relevant literature at home and abroad and the case analysis of typical brands, combined with quantitative and qualitative research methods, a number of representative social media platforms were selected for in-depth analysis. The study found that in the context of social media, brand image building presents new characteristics such as interactivity, immediacy and personalization. Enterprises need to build a user-centered content ecosystem, create infectious brand stories through accurately positioning the target audiences, and realize the transformation from one-way communication to two-way interaction. The innovation point lies in proposing the concept of "social assets" for the first time, which integrates fan stickiness, topic popularity and word-of-mouth effect into the brand value evaluation system, and provides a new perspective for measuring the influence of brands on social media.
Keyword: social media brand image User interaction
目 录
1绪论 5
1.1研究背景与意义 5
1.2国内外研究现状综述 5
1.3研究方法与技术路线 5
2社交媒体对品牌形象的影响机制 6
2.1社交媒体传播特性分析 6
2.2用户生成内容对品牌的影响 6
2.3社交平台算法推荐机制研究 7
3品牌形象塑造的关键策略 8
3.1内容营销策略设计 8
3.2社交互动模式构建 8
3.3危机公关应对策略 9
4品牌形象效果评估体系 9
4.1量化评估指标体系 9
4.2用户感知评价模型 10
4.3案例分析与实证研究 11
5结论 11
参考文献 13
致谢 14
随着社交媒体的迅猛发展，传统品牌传播模式面临巨大变革，本研究旨在探讨社交媒体时代品牌形象塑造的新策略。通过对国内外相关文献的梳理以及对典型品牌的案例分析，结合定量与定性研究方法，选取了多个具有代表性的社交媒体平台进行深入剖析。研究发现，在社交媒体语境下，品牌形象塑造呈现出互动性、即时性和个性化等新特征。企业需要构建以用户为中心的内容生态体系，通过精准定位目标受众，打造富有感染力的品牌故事，实现从单向传播向双向互动的转变。创新点在于首次提出“社交资产”概念，将粉丝粘性、话题热度和口碑效应纳入品牌价值评估体系，为衡量品牌在社交媒体上的影响力提供了全新视角。
关键词：社交媒体 品牌形象 用户互动
Abstract
With the rapid development of social media, the traditional brand communication mode is facing great changes. This study aims to explore the new strategies of brand image building in the era of social media. Through the combing of relevant literature at home and abroad and the case analysis of typical brands, combined with quantitative and qualitative research methods, a number of representative social media platforms were selected for in-depth analysis. The study found that in the context of social media, brand image building presents new characteristics such as interactivity, immediacy and personalization. Enterprises need to build a user-centered content ecosystem, create infectious brand stories through accurately positioning the target audiences, and realize the transformation from one-way communication to two-way interaction. The innovation point lies in proposing the concept of "social assets" for the first time, which integrates fan stickiness, topic popularity and word-of-mouth effect into the brand value evaluation system, and provides a new perspective for measuring the influence of brands on social media.
Keyword: social media brand image User interaction
目 录
1绪论 5
1.1研究背景与意义 5
1.2国内外研究现状综述 5
1.3研究方法与技术路线 5
2社交媒体对品牌形象的影响机制 6
2.1社交媒体传播特性分析 6
2.2用户生成内容对品牌的影响 6
2.3社交平台算法推荐机制研究 7
3品牌形象塑造的关键策略 8
3.1内容营销策略设计 8
3.2社交互动模式构建 8
3.3危机公关应对策略 9
4品牌形象效果评估体系 9
4.1量化评估指标体系 9
4.2用户感知评价模型 10
4.3案例分析与实证研究 11
5结论 11
参考文献 13
致谢 14
