宋思根
（上海应用技术大学 经济与管理学院 上海 201418；安徽财经大学 消费者行为研究中心，安徽 蚌埠 233030）
摘 要：在“后真相”和媒体可供性极大增强的时代，大众受众已分化出个体受众和社群受众，受众特征表现为消费者个性化和社会性需求更加旺盛，传播逻辑更加倚重品牌传播内容的情绪影响力，而不是生产技术和产品质量等事实本身。现实中，资本和广告都敏感地紧随甚至强化着上述受众特征和传播逻辑，受众的消费逻辑也随之更加呈现个性化和情绪化特征。其中，品牌传播逻辑已经从认知主导转向情感/情绪主导，需求细分、定位和满足转向需求精准分析、触发和响应，细分思维主导转向个体思维和群体思维的平衡。因此，未来品牌传播内容本质上是商业模式创新，具有情报/发现价值的渠道将成为品牌传播的中介，要素品牌匹配与集成将会成为传播内容。
关键词：后真相；品牌传播；个性化需求；商业模式
引 用：宋思根.“后真相”时代品牌传播的逻辑转向及反思[J]. 财贸研究，2022，33（1）：72-82+96.
Doi：10.19337/j.cnki.34-1093/f.2022.01.006
Logic Diversion and Reflection of Brand Communication in Post-truth Era
SONG Sigen1,2
(1.School of Economics and Management, Shanghai Institute of Technology, Shanghai 201418；
2.Research Center for Consumer Behavior, Anhui University of Finance and Economics, Bengbu 233030)
Abstract：In the era of post-truth and media affordances, the mass audiences has produced out individual audiences and group or community audiences. Audiences characteristics are getting more and more customerization and sociality, and logics of brand communication lean on heavily emotional or affective influence of contents rather than the facts of production technology, product quality and other materials. In practice, capital and advertising have been following even strengthening shrewdly these characteristics of audiences and communication logic. Accordingly, the behavior logic of consumers is more personalized and emotional. Thereinto, the logic of brand communication has changed from cognitive-oriented to emotional/affective-oriented, from segmentation，positioning and satisfaction of consumer to accurate analysis, trigger and response to consumer demand, and from segmentation thinking to balance of individual thinking and group thinking. Therefore, in the future, the contents of brand communication will essentially be business model innovation, channels with higher intelligence/discovery values will become the intermediary of brand communication, and match and integration of element brands will probably become the focus of brand communication content.
Key Words：Post-truth，brand communication，customerization, business model
Citation: SONG, Sigen.(2022), Logic Diversion and Reflection of Brand Communication in Post-truth Era, Finance and Trade Research, Vol.33, No.1, pp.72-82+96..
doi: 10.19337/j.cnki.34-1093/f.2022.01.006