西部论坛2016，Vol.26Issue(3)：9-18,10.DOI:10.3969/j.issn.1674-8131.2016.03.002
数字化时代的品牌管理范式变革
Brand Management Paradigm Change in the Digital Age
摘要
Abstract
In the last decade,the popularization of digital media in the consumers is worth attention in academic field,however,there are few relative researches on how digital media has effected brand management.Digital age changes the interaction between consumers and brand and between consumers and this shift in behavior requires a reappraisal of how brands should be managed.The brand management community-oriented paradigm enriches the practical field of the few researches on brand management and provides new way for the enterprises to integrate their brand into the digitalized life of consumers.This new paradigm integrates digital media into the strategic function of brand management,which greatly uphold brand value.关键词
品牌管理/范式/数字营销/营销战略Key words
brand management/paradigm/digital marketing/marketing strategy分类
管理科学引用本文复制引用
徐大佑,汪延明,万文倩..数字化时代的品牌管理范式变革[J].西部论坛,2016,26(3):9-18,10.基金项目
贵州省省长基金项目（黔科教办〔2004〕07号）；贵州省软科学联合项目 （）
