品牌出海新机遇：自媒体时代的全球化营销策略
潮新闻客户端 - 在当今数字化时代，品牌出海已成为中国企业实现全球化发展的关键战略。近日，灼鸣传播在金溪山庄成功举办了品牌出海沙龙分享会，多位行业专家齐聚一堂，探讨了在"人人皆为媒体"的时代背景下，中国企业如何成功走向国际市场。
自媒体时代的营销挑战
With the rise of self-media platforms, brands face new challenges in reaching global audiences. As Chinese society enters the Z-generation era, the development trend of "everyone being a self-media" has forced the brand PR industry into an involution state. The existence of numerous social media platforms has fragmented user attention, making it increasingly difficult to acquire traffic.
自2024年以来，用户对内容价值的要求逐渐提高，用户黏性和参与度正在取代流量成为新的衡量指标。同时，随着全球经济一体化的深入和中国经济的持续崛起，市场全球化布局已成为品牌发展的必然趋势。
品牌出海的机遇与挑战
China's strong production capacity provides natural advantages for overseas operations, but insufficient understanding of foreign markets, shortage of global business talents, and public opinion influence make it difficult for enterprises to accurately position their brands and marketing strategies.
灼鸣传播创始人沈瑜指出："越是在不确定时期，公关越有机会帮助品牌建立信任。"今年的一项针对全球10个国家400多位高级传播负责人的调查显示，公司高层越来越期望公关传播工作能够推动业务发展，为品牌建立可持续的增长与价值。
私域流量的运营之道
In the current marketing environment, many brands are turning to private domain operations. However, challenges such as difficult user reach, sparse relationships, and activation difficulties plague many operators.
来自akoko的苏木分享了独到见解："私域不是流量场，而是关系场。品牌只有不断加深与用户的关系，才能实现用户的长久留存与更高单客价值的输出。"通过塑造鲜活的品牌形象，与用户产生共鸣，这才是私域运营的基础。
内容为王的不变真理
Brand globalization is not only about exporting products and services, but also about spreading culture and concepts. In the new media era, the frequent changes in public opinion fields have brought huge challenges to brand communication, but high-quality content remains the unchanging value.
灼鸣传播自2016年成立以来，已为多家上市公司提供危机公关服务，媒体资源覆盖通讯社、传统媒体、网络媒体、移动社交媒体等全渠道。2018年，该公司正式开启海外传播业务，助力中国品牌走向世界。
在全球化浪潮中，中国企业需要把握自媒体时代的传播特点，构建全新的公关传播范式，通过高质量内容和精准的本地化策略，在国际市场建立品牌信任和长期价值。
