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伴随着互联网+时代的全面到来,大数据的蓬勃发展,用户话语权的提升,中国的品牌传播语境正发生着极大的改变。如何利用极小的资源来撬动用户,使得品牌传播形成如飓风般的效应成为可能,“体验传播”正成为这个神奇的设计支点。本文以近期的重要品牌传播事件为视角,就“体验传播”设计在未来品牌传播中的几点趋势与变化进行分析。
With the advent of the Internet + era, the vigorous development of big data, the enhancement of the user’s right to speak, and the context of brand communication in China are undergoing tremendous changes. How to use minimal resources to pry users, making it possible for brand communication to become a hurricane-like effect, and “experiential communication” is becoming the magic design fulcrum. In this paper, the recent major brand communication events as a perspective, “Experience Communication ” design in the future of brand communication in the analysis of the trends and changes.