品牌传播的成本之大让企业越来越难以承受。一方面,我们已经进入“不传播不存在”的时代,品牌的价值取决于传播形象与传播力度,品牌企业必须进行一定规模的传播;另一方面,品牌传播依靠传统媒体广告的原有模式受到越来越多的质疑。不仅消费者对于信息的选择日益严酷,大量的品牌信息未能到达他们的心灵;而且消费者的分群化与碎片化严重稀释了有限的广告经费。一个粗略而略显保守的 The cost of brand communication so that enterprises are increasingly unbearable. On the one hand, we have entered an era of “no communication does not exist.” The value of a brand depends on the image and intensity of communication. Brand enterprises must spread a certain scale. On the other hand, brand communication relies on the original mode of traditional media advertising More and more questions. Not only the consumers’ choice of information becomes more and more harsh, a great deal of brand information fails to reach their hearts; moreover, the segregation and fragmentation of consumers seriously dilute the limited advertising expenses. A rough and slightly conservative