摘  要新媒体环境对于传统媒体行业带来了巨大的冲击，同时引发了品牌传播的变革，传播特点、传播渠道、传播方式都发生了巨大的变化。国产品牌手机自2009年以来发展迅速，低价高配取得了较为可观的市场份额，智能手机市场的不断发展迫使手机厂商的经营重点转移到品牌的塑造与传播上。如果能抓住新媒体时代背景的脉搏，国产手机的品牌传播将能取得事半功倍的效果。本文通过分析国产手机的品牌传播现状与新媒体环境下的传播特点，并结合华为具体的品牌案例，总结国产手机品牌传播过程中的不足与问题，并提出相应的解决对策，希望能够积极促进国产手机的长远发展。72095

毕业论文关键词：新媒体；品牌传播；国产 手机

The Research of Branding Communication of Domestic Mobile Phones in New Media Background Taking the HUAWEI as an Example

Abstract

New media has brought a huge impact for the traditional media industry and triggered a revolution of brand communication。Consequently,great changes have taken place in the characteristics of communication,ways of communication and communication channels。Native-brand smart phones have made a great progress from 2009 and achieved a considerable market share for the sake of advanced configuration but with lower price。With the continuous development of the market,mobile phone manufacturers have  to focus their attention on the creation and spread of the brand。If they can catch the pulse of the background of the new media era,Domestic mobile phone brand communication will be able to achieve a multiplier effect。This paper analyzes the current situation of domestic mobile phone brand communication and the characteristics of the new media environment,combined with the specific case of HUAWEI brand,to summarizes the domestic mobile phone brand communication in the process of problems and problems。Finally,I put forward the countermeasures to solve it,hoping to play a positive role in promoting the long-term development of the domestic mobile phone。

Key Words: New media;   brand communication;  domestic mobile phone

目  录

摘  要 I

Abstract II

目  录 III

一 导论 1

二 研究设计 1

（一）研究目的与意义 1

（二）研究方法与内容 2

三 文献综述 2

（一）新媒体 2

（二） 品牌传播 3

四 新媒体背景下品牌传播的新特点 4

（一）由“驱动消费者”转变为“消费者驱动” 4

（二）互动、参与和分享才是最好的品牌传播 4

（三）互联与移动互联网络成为最主要的传播渠道 5

1。信息入口——搜索引擎 5

2。网络社区 5

3。社交网络 6

五 华为品牌传播案例分析 6

（一）经营概况 7

（二）品牌传播现状 7

（三）品牌传播中的问题 8

1。华为公司的营销策略不合理，缺乏与消费者的互动