互联网的发展促使品牌传播突破虚实空间的分野现状，实现了与大数据、互联网，乃至移动互联网的交互融合，从而推动其形态模式与传播路径在数字化环境中的更新迭代。本研究尝试从品牌传播的历史脉络出发，分析品牌传播路径的嬗变，并从数字化环境下对其价值进行审视。研究发现，用户行为的价值衡量已经超越原有的媒介载体价值，成为制约品牌传播路径价值的关键因素。

The development of the Internet brought a break from the status quo of a division between real and virtual space in brand communication field, made it possible to integrate interactively with big data, the Internet, and even the mobile Internet, thus promoted the update and iteration of its patterns and propagation path in the digital environment. This study tried to analyze the evolution of brand propagation path from the historical context to examine its value in the network background. The study found that the value of the user behavior had gone beyond the original value of medium itself, become the key factor that affected the value of brand propagation path.