反思一:重塑品牌如何传播?之前红星美凯龙一直是以传统的传播为营销宣传主要方式。报刊,杂志,电视和广播都是红星美凯龙着重选择的传播媒介,但这些传统的媒介更愿意追求“覆盖量”。报刊杂志的发行量,电视广播的收视率,只要将广告或者公关文章加载到覆盖量高的媒体上,便可得到较多的注意。随着发展,市场上的传播媒体也日益多样化,红星美凯龙也逐渐发现传统传播所具有的重重缺点。首先,传统的传播很难探测受众的反应;其次,过于单 Reflection One: how to reshape the brand? Before the Red Star Macalline has been based on the traditional communication of the main means of marketing. Newspapers, magazines, television and radio are among the major choices for Red Carmelo, but these traditional media are more willing to pursue “coverage.” Newspapers and magazines circulation, television broadcast ratings, as long as the ads or PR articles loaded onto the coverage of high media, you can get more attention. With the development of media in the market is also increasingly diversified, Red Star Macalline has gradually found the traditional communication has many shortcomings. First of all, it is very difficult to detect the response of the audience by traditional communication; secondly, it is too single