自媒体品牌传播策略研究

发布时间：2018-03-13 19:16

本文选题：自媒体　切入点：品牌　出处：《北京印刷学院》2017年硕士论文　论文类型：学位论文

【摘要】：自媒体兴起是依托于互联网的进步和发展。互联网科技的发展,让自媒体登上了传播时代的舞台。自媒体应用的出现和发展让过去的普通受众,有机会成为信息传播的主角。网络的传播的秩序发生了改变,甚至传统传播的格局也发生了巨大的变化。这个改变是:不仅组织、群体有自己的品牌,每个人都拥有属于自己的品牌。移动互联网的来袭,让品牌重归人的时代。本文一共分为五章。第一章的主要内容是自媒体品牌传播的背景、研究现状、相关文献的分析。认为当下对于自媒体品牌传播理论的研究碎片化的研究多于系统理论层面上的研究。第二章介绍了自媒体相关概念,根据媒介类型和传播对象对自媒体进行分类,阐述自媒体的传播特点。第三章主要分析自媒体品牌传播,从广告传播、公关传播和人际传播的角视角,阐述传统品牌传播策略到网络自媒体品牌传播策略的变迁,认为这是自媒体发展的必然趋势。又总结了由于媒介环境的变化,自媒体品牌传播所呈现出来的特点。第四章主要阐述了自媒体品牌传播的传播策略:品牌人格传播、自媒体的情感传播、自媒体社群传播。文章的最后一段指出了网络自媒体品牌传播存在的问题和应对措施,以及根据自己的研究对自媒体品牌传播发展趋势的预测。
[Abstract]:The rise of the self-media is based on the progress and development of the Internet. The development of Internet technology makes the self-media appear on the stage of the communication era. The emergence and development of the application of the self-media makes the ordinary audience in the past. There is an opportunity to become the protagonist of information dissemination. The order of network communication has changed, and even the pattern of traditional communication has changed dramatically. This change is: not only the organization, but also the group has its own brand. Everyone has their own brand. The attack of mobile Internet, the era of brand return. This paper is divided into five chapters. The first chapter is the background of media brand communication, the status quo. Analysis of relevant literature. It is believed that the current research on the fragmentation of self-media brand communication theory is more than that on the theoretical level. Chapter two introduces the concept of self-media. According to the classification of media types and media objects, the characteristics of self-media communication are expounded. Chapter three mainly analyzes self-media brand communication, from the angle of advertising communication, public relations communication and interpersonal communication. This paper expounds the change from the traditional brand communication strategy to the network self-media brand communication strategy, which is the inevitable trend of the self-media development, and summarizes the change of the media environment. Chapter 4th mainly expounds the communication strategies of self-media brand communication: brand personality communication, self-media emotional communication, The last paragraph of the article points out the problems and countermeasures of self-media brand communication and forecasts the development trend of self-media brand communication according to its own research.
【学位授予单位】：北京印刷学院
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G206

【引证文献】