媒体接触点是营销策略、品牌战略中最基本的组成要素,与消费者息息相关。信息时代的到来,出现了微博、微信等众多新媒体,这成为了消费者生活的一部分。所以,必须要认识到媒体接触点的重要性,通过整合媒体接触点,增强传播的有效性,对于品牌树立、品牌传播、消费者的购买行为起着关键作用。由于媒介形态发生了巨大的变化,受众获得信息的渠道变得更加多元化。消费者能动性的逐渐增强,消费者不再是被动接收消息,而是开始主动地、有选择地收集感兴趣的信息,并乐于分享体会和感受。由于消费者的细分,群 Media contact point is the marketing strategy, the most basic component of brand strategy, and consumers are closely related. The advent of the information age, there have been many new media such as Weibo, WeChat, which became part of the consumer life. Therefore, we must recognize the importance of the media point of contact, through the integration of media contacts, to enhance the effectiveness of communication, brand building, brand communication, consumer buying plays a key role. Due to the dramatic changes in the media landscape, the channels through which the audience can access information have become more diversified. Consumers gradually increased mobility, consumers are no longer passively receive the message, but began to take the initiative to selectively collect the information of interest and are willing to share the experience and feelings. Due to consumer segmentation, the group