摘要
新媒体时代,会展品牌塑造和传播在内容传递、受众构成和传播方式等方面表现出从展示产品到营造体验、从传统用户到网络用户、从单向传播到双向互动的变化。通过回顾国内外关于会展品牌塑造与传播理论研究的相关文献,从新媒体对会展品牌塑造与传播的影响着手,分析会展品牌塑造的四个主要要素,即品牌定位、主题设计、专业化服务、媒体宣传方面,提出利用大数据、品牌网站、虚拟社区、在线展会作为会展品牌传播的有效路径。并以中国·海峡项目成果交易会为例探寻新媒体时代会展品牌的塑造和传播过程。
In the era of new media, the shaping and spreading of exhibition brands are undergoing great changes in terms of content transmission, audience composition and mode of transmission, from display of products to building experiences, from traditional users to network users, from one-way communication to two-way interaction. This paper reviews relevant literature on shaping and spreading of exhibition brands at home and abroad. Then it studies the impacts of new media on shaping and spreading of exhibition brands, four elements of which are explored, i.e., brand orientation, theme design, professional services, and media publicity. Four ways are proposed to spread exhibition brands, such as, big data, brand sites, virtual communities, online exhibition. The process is then studied by taking China Strait Project Achievement Fair as an example.
作者
许丽芳
XU Li-fang(Department of Foreign Languages, Fujian International Business ＆ Economic College, Fuzhou 350016, China)
出处
《南京工程学院学报（社会科学版）》
2016年第4期51-55,共5页
Journal of Nanjing Institute of Technology：Social Science Edition
基金
福建省教育厅中青年教师教育科研项目(JAS150949)
国家社科基金青年项目(14CXW017)
关键词
新媒体
会展品牌
品牌塑造
传播路径
new media
exhibition brand
brand shaping
spreading path
