| 从QQ秀看即时通讯虚拟形象装扮的品牌传播价值 |
| |
| 引用本文： | 戎彦,顾云磊,黄挺. 从QQ秀看即时通讯虚拟形象装扮的品牌传播价值[J]. 浙江万里学院学报, 2010, 23(6): 56-59 |
| |
| 作者姓名： | 戎彦 顾云磊 黄挺 |
| |
| 作者单位： | 浙江万里学院,浙江宁波315100 |
| |
| 摘 要： | 即时通讯是互联网的基础应用之一,拥有庞大的用户群体,使用者具有极高的黏着性。即时通讯的虚拟形象装扮是其丰富服务、增强使用体验的一项重要功能,这项服务也为品牌传播提供了平台。文章以腾讯的QQ秀为例,分析了即时通讯虚拟形象装扮的品牌传播价值,提出了品牌传播的＂生活方式资源＂的概念,以期为即时通讯和其他品牌传播提供一定的理论参照。
|
| 关 键 词： | QQ秀 即时通讯 虚拟形象 品牌传播价值 |
A Study on the Communication Value of the Instant Messaging's Virtual Image from The QQ Show |
| |
| RONG Yan,GU Yun-lei,HUANG Ting. A Study on the Communication Value of the Instant Messaging's Virtual Image from The QQ Show[J]. Journal of Zhejiang Wanli University, 2010, 23(6): 56-59 |
| |
| Authors: | RONG Yan GU Yun-lei HUANG Ting |
| |
| Affiliation: | (Zhejiang Wanli University,Ningbo Zhejiang 315100) |
| |
| Abstract: | Internet-based instant messaging（IM） is one of the applications with large user groups with very high adhesion.IM virtual image is an important service,which extensives services to enhance user experience.The service also provides business information dissemination platform.Taking the QQ show as an example,the article analyzes brand communication value of IM virtual image,and puts forward the concept of brand communication ＂lifestyle resources＂,in order to provide theoretical reference to other instant messaging and brands. |
| |
| Keywords: | QQ show instant messaging virtual image communication value |
| 本文献已被 维普 万方数据 等数据库收录！ |
|
