新媒体视域下的海尔智家品牌形象设计研究与传播策略
Haier Smart Home Brand Image Design Research and Communication Strategy from the Perspective of New Media

“全民设计”极大地丰富了传播内容和设计人群；融合发展的思维萌生并发展到各行各业，出现了融媒体、万物互联、产品生态等概念；媒体机构融媒体化，信息采集的渠道极大丰富，出现了“一次采集、多项产生、多向传播”的交融方式方法，降低了采集成本，但增加了传播内容后期加工制作的成本，设计在传播内容的呈现方式中逐渐占据重要地位。本文以当下的新媒体时代作为主要发展背景，通过分析新媒体时代的主要特征，将新媒体与品牌形象设计进行融合思考，探讨新媒体对品牌形象设计发展的价值和作用。通过海尔智家品牌实例探索品牌形象设计的可行性方法，展望新媒体时代海尔智家品牌形象设计的发展趋势，促进新时代海尔智家品牌形象新方式传播。
“Design for All” has greatly enriched communication content and design groups; the idea of integrated development emerged and developed into all walks of life, with concepts such as integrated media, internet of everything, and product ecology emerging; media organizations integrated media and information collection. The channels are extremely rich, and the integration method of “one collection, multiple generation, and multi-directional communication” has emerged, which reduces the collection cost, but increases the cost of post-processing and production of communication content. Design gradually plays a role in the presentation of communication content in an important position. This article takes the current new media era as the main development background, analyzes the main characteristics of the new media era, integrates new media and brand image design, and explores the value and role of new media in the development of brand image design to explore the feasibility of brand image design through Haier Smart Home brand examples, look forward to the development trend of Haier Smart Home brand image design in the new media era, and promote new ways of spreading Haier Smart Home brand image in the new era.