在数字媒体迅速发展,消费者信息获取渠道日益多元化的今天,品牌要长期的黏住消费者,与消费者的情感联系比产品物理属性更加重要,然而互联网时代的消费者不再被动的接受品牌的信息,而是希望与品牌互动,明确而独特的“品牌态度”无疑成为与消费者的重要链接点。 Today, with the rapid development of digital media and the increasing diversification of consumer information channels, brands have to stick to consumers for a long time. The emotional connection with consumers is more important than the physical attributes of products. However, consumers in the Internet age are no longer passive acceptance Brand information, but want to interact with the brand, a clear and unique “brand attitude ” will undoubtedly become an important link with consumers.