数字时代品牌传播战略的内涵重构与营销价值研究——基于网络营销视角的探析

Study on Reconstructing the Connotation and Marketing Value of Brand Communication Strategy in the Digital Era—An Exploration Based on the Perspective of Internet Marketing

摘要: 在互联网技术信息变革的背景下，品牌传播战略已成为企业构建差异化竞争优势的核心抓手。本文基于网络营销视角，系统梳理品牌传播战略的理论内涵与实践特征，构建“核心价值–定位–接触点-CIS战略”的四维分析框架。研究发现：数字时代品牌传播战略通过整合多元传播渠道与消费者接触点，形成以核心价值为锚点的一致性信息传递体系，在塑造鲜明品牌形象、凸显核心竞争力、驱动创意营销、优化资源配置及应对市场动态风险等方面具有显著战略价值。研究进一步指出，新媒体环境下品牌传播需强化受众导向的精准化策略，通过系统的战略规划实现传播效益最大化，为企业在数字生态中构建品牌提供理论参考与实践路径。

Abstract: Against the background of the profound change in information dissemination mode driven by Internet technology, brand communication strategy has become the core grip for enterprises to build differentiated competitive advantages. Based on the perspective of network marketing, this paper systematizes the theoretical connotation and practical characteristics of brand communication strategy, and builds a four-dimensional analysis framework of “core value-positioning-contact point-CIS strategy”. The study finds that brand communication strategy in the digital era has significant strategic value in shaping distinctive brand image, highlighting core competitiveness, driving creative marketing, optimizing resource allocation, and coping with market dynamic risks by integrating diversified communication channels and consumer contact points, and forming a coherent information delivery system anchored on core values. The study further points out that brand communication in the new media environment needs to strengthen the audience-oriented precision strategy, maximize the communication benefits through systematic strategic planning, and provide theoretical references and practical paths for enterprises to build brand assets in the digital ecosystem.