营销3.0视域下青年亚文化对品牌传播的建构
乔丹, 王琴, 李哲
河北开放大学, 河北 石家庄 050080
起止页码: 80--82页
DOI:
摘要：
营销3.0视域下，品牌传播的传播主体、传播内容、传播媒介、传播对象和传播目的呈现出相应的时代特点，青年亚文化呈现出结构性转向，其表征形式呈现娱乐性、混杂性、消费性的特点。营销3.0时代，青年亚文化通过精准聚集“圈层”、充分彰显个性、丰富文化活动、追求情感认同形成对品牌传播的建构，通过借助青年亚文化，品牌传播成功实现聚集目标受众、凸显品牌个性、丰富品牌传播方式及满足消费者精神需求的目的。
The Construction of Brand Communication by Youth Subculture in the View of Marketing 3.0
QIAO Dan, WANG Qin, LI Zhe
Hebei Open University, Shijiazhuang, Hebei 050080, China
Abstract:
In Marketing 3.0, the subject, contents, media, objects and purposes of brand communication show corresponding characteristics of the times. The youth subculture has shown a structural turn, and its representational form is characterized by entertainment, hybridity and consumption. In the era of Marketing 3.0, the youth subculture has formed the construction of brand communication by accurately gathering "circles", fully displaying individuality, enriching cultural activities, and pursuing emotional identity. With the help of youth subculture, brand communication successfully achieves the purpose of gathering target audiences, highlighting brand personality, enriching brand communication methods and satisfying consumers' spiritual needs.
收稿日期: 2022-05-17
基金项目: 2021年度河北省高等学校人文社会科学研究青年基金项目《营销3.0视域下青年亚文化对品牌传播的建构》（SQ2021078）
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