摘要
社会化媒体已经成为文化企业品牌传播的主要渠道。文章以10家具有高知名度的文化企业作为研究对象,采用WCI-TOPSIS法对相关企业微信公众号的品牌传播过程进行影响力评价研究。结果显示:文化企业的品牌传播影响力仍需进一步提升以扩大品牌内容的传播范围;品牌信息内容的原创性、消费者表达等是较高影响力形成的重要原因。文章针对发挥作用的相关传播主体,从注重品牌内容设计、增强消费者互动力度、提升平台运营效率、关注消费者需求等方面提出了提升文化企业品牌传播影响力的对策建议。
Social media has become the main channel of brand communication for cultural enterprises.This pa⁃per takes 10 well-known cultural enterprises as research objects,and applies the WCI-TOPSIS method to evaluate the influence of the brand communication process of WeChat official accounts of the enterprises.The results show that:The brand communication influence of the cultural enterprises still needs to be further improved to expand the communication scope of brand contents;the originality of brand information contents,consumer expression,etc.,are important causes for the formation of big influence.Targeting the relevant communication subjects working,This pa⁃per puts forward solution proposals for improving cultural enterprises’brand communication influence in such as⁃pects as emphasis on design of brand contents,enhancement of consumer interaction,improvement of platform opera⁃tion efficiency,and attention to consumer demands.
作者
王宗水
佟心怡
WANG Zongshui;TONG Xinyi(School of Economics and Management,Beijing Information Science and Technology University,Beijing 100192,China)
出处
《经济论坛》
2023年第9期90-99,共10页
Economic Forum
基金
国家重点研发计划课题“视听媒体收视调查与文化品牌评估理论与技术”(2017YFB1400501)
北京市社会科学基金一般项目“基于多源异构用户行为数据的北京市平台型企业异质性及持续创新策略研究”(22GLB028)。
