摘 要
新媒体时代下品牌传播与消费者行为分析聚焦于数字化转型背景下品牌传播策略与消费者决策模式的互动关系。随着移动互联网和社交媒体平台的普及，传统营销理论面临新的挑战与机遇。本研究旨在探讨新媒体环境下品牌传播对消费者认知、态度及购买行为的影响机制，通过问卷调查法和案例分析法收集一手数据，结合定量与定性分析方法进行深入研究。研究发现，新媒体渠道显著提升了品牌的曝光度和互动性，个性化推荐算法增强了用户粘性；同时，社交口碑传播在消费者决策过程中发挥着关键作用。研究表明，基于内容营销的品牌传播策略能够有效提升品牌形象和顾客忠诚度，为品牌建设提供了新思路。本研究创新地引入了消费者参与度模型，揭示了新媒体环境下品牌传播效果评估的新维度，为企业制定精准营销方案提供了理论依据和实践指导，具有重要的学术价值和现实意义。
关键词：品牌传播；新媒体环境；消费者行为
Abstract
In the era of new media, the analysis of brand communication and consumer behavior focuses on the interactive relationship between branding strategies and consumer decision-making patterns in the context of digital transformation. With the widespread adoption of mobile internet and social media platforms, traditional marketing theories face new challenges and opportunities. This study aims to investigate the mechanisms by which brand communication in the new media environment influences consumer cognition, attitudes, and purchasing behavior. Primary data were collected through surveys and case studies, integrating quantitative and qualitative analysis methods for in-depth research. The findings indicate that new media channels significantly enhance brand visibility and interactivity, while personalized recommendation algorithms increase user engagement. Moreover, social word-of-mouth plays a crucial role in the consumer decision-making process. The study demonstrates that content marketing-based brand communication strategies can effectively improve brand image and customer loyalty, offering new perspectives for brand building. Innovatively, this research introduces a consumer engagement model, revealing new dimensions for evaluating brand communication effectiveness in the new media environment, thereby providing theoretical foundations and practical guidance for enterprises to develop precise marketing plans. This work holds significant academic value and practical implications.
Keywords: Brand Communication；New Media Environment；Consumer Behavior
目 录
引言 1
一、新媒体时代的品牌传播特征 1
（一）品牌传播渠道的多元化 1
（二）社交媒体对品牌传播的影响 1
（三）品牌传播内容的创新性 2
二、消费者行为的新变化 2
（一）消费者信息获取方式转变 2
（二）消费者参与度的提升 3
（三）消费者忠诚度的变化 3
三、品牌传播与消费者互动关系 4
（一）互动模式对品牌传播的作用 4
（二）消费者反馈对品牌策略的影响 4
（三）品牌传播中的口碑效应分析 5
四、新媒体环境下品牌传播策略优化 5
（一）精准营销与个性化传播 5
（二）数据驱动的品牌传播决策 6
（三）跨平台整合传播策略 6
结 论 7
致 谢 8
参考文献 9
新媒体时代下品牌传播与消费者行为分析聚焦于数字化转型背景下品牌传播策略与消费者决策模式的互动关系。随着移动互联网和社交媒体平台的普及，传统营销理论面临新的挑战与机遇。本研究旨在探讨新媒体环境下品牌传播对消费者认知、态度及购买行为的影响机制，通过问卷调查法和案例分析法收集一手数据，结合定量与定性分析方法进行深入研究。研究发现，新媒体渠道显著提升了品牌的曝光度和互动性，个性化推荐算法增强了用户粘性；同时，社交口碑传播在消费者决策过程中发挥着关键作用。研究表明，基于内容营销的品牌传播策略能够有效提升品牌形象和顾客忠诚度，为品牌建设提供了新思路。本研究创新地引入了消费者参与度模型，揭示了新媒体环境下品牌传播效果评估的新维度，为企业制定精准营销方案提供了理论依据和实践指导，具有重要的学术价值和现实意义。
关键词：品牌传播；新媒体环境；消费者行为
Abstract
In the era of new media, the analysis of brand communication and consumer behavior focuses on the interactive relationship between branding strategies and consumer decision-making patterns in the context of digital transformation. With the widespread adoption of mobile internet and social media platforms, traditional marketing theories face new challenges and opportunities. This study aims to investigate the mechanisms by which brand communication in the new media environment influences consumer cognition, attitudes, and purchasing behavior. Primary data were collected through surveys and case studies, integrating quantitative and qualitative analysis methods for in-depth research. The findings indicate that new media channels significantly enhance brand visibility and interactivity, while personalized recommendation algorithms increase user engagement. Moreover, social word-of-mouth plays a crucial role in the consumer decision-making process. The study demonstrates that content marketing-based brand communication strategies can effectively improve brand image and customer loyalty, offering new perspectives for brand building. Innovatively, this research introduces a consumer engagement model, revealing new dimensions for evaluating brand communication effectiveness in the new media environment, thereby providing theoretical foundations and practical guidance for enterprises to develop precise marketing plans. This work holds significant academic value and practical implications.
Keywords: Brand Communication；New Media Environment；Consumer Behavior
目 录
引言 1
一、新媒体时代的品牌传播特征 1
（一）品牌传播渠道的多元化 1
（二）社交媒体对品牌传播的影响 1
（三）品牌传播内容的创新性 2
二、消费者行为的新变化 2
（一）消费者信息获取方式转变 2
（二）消费者参与度的提升 3
（三）消费者忠诚度的变化 3
三、品牌传播与消费者互动关系 4
（一）互动模式对品牌传播的作用 4
（二）消费者反馈对品牌策略的影响 4
（三）品牌传播中的口碑效应分析 5
四、新媒体环境下品牌传播策略优化 5
（一）精准营销与个性化传播 5
（二）数据驱动的品牌传播决策 6
（三）跨平台整合传播策略 6
结 论 7
致 谢 8
参考文献 9
