摘要
寒地黑土核心区已开发出具有一定地域特色,体现寒地黑土文化"求真"、"求善"精神内核的文化品牌,但其品牌传播仍存在传播范围有限、传播渠道匮乏、缺乏受众体验等问题。数字媒体技术的蓬勃发展和移动智能终端的普及为寒地黑土文化的传播提供了新的契机和发展空间。在新媒体环境下,寒地黑土文化品牌传播应优化地域文化品牌的新媒体传播形式,增强传播的互动性和受众体验,利用大数据实现地域文化品牌的有效传播,运用"互联网+文化"的思维,拓展品牌营销新模式,改善目前寒地黑土文化品牌的传播局限,扩大品牌的知名度,提升城市文化软实力。
The cultural brand with regional characteristics and with the spirit of ＂seeking truth and kindness＂has been developed in the the core area of cold Earth and black soil. However,there are still problems in its brand transmission such as limited transmission area,lack of transmission channel and lack of recipients＇ experience. The vigorous development of digital media technology and the popularization of smart mobile phones provide new opportunities and development space for the spread of cold black soil culture. In order to transmit the cold black soil regional cultural brand in the environment of new media,we should optimize the new media transmission form,enhance the transmission interaction and recipients＇ experience,use big data to achieve the effective dissemination of regional cultural brand,employ the mode of ＂internet ＋ culture＂in the marketing of brand,break the limit spread of cold black soil brand,increase the popularity of the brand,and enhance the soft cultural power of the city.
出处
《湖北第二师范学院学报》
2017年第12期124-127,共4页
Journal of Hubei University of Education
基金
2015年黑龙江省哲学社会科学项目(15XWE01)
2016绥化市社会科学科研课题(SHSK2016037)
2017年绥化学院寒地黑土经济与文化研究项目(H201702020)
关键词
寒地黑土
地域文化
新媒体
传播
cold black soil
regional culture
new media
transmission
