“中华老字号”品牌的自媒体传播研究

发布时间：2018-06-22 05:09

本文选题：“中华老字号” + 自媒体　；参考：《辽宁大学》2017年硕士论文

【摘要】：“中华老字号”品牌是我国传统文化的瑰宝,它们历经了半个世纪以上的岁月在历史发展的长河中发挥着不可替代的作用。然而,据相关调查显示“中华老字号”品牌正在以每年5%的速率消亡。如何让“中华老字号”品牌重新焕发活力是企业持续发展迫切需要解决的问题。近些年自媒体的出现为振兴“中华老字号”品牌提供了良好的契机,本文以全新的视角将“中华老字号”品牌与企业自媒体相关联,通过分析品牌的发展与媒介环境之间的影响,将“中华老字号”品牌的优势与自媒体的优势相结合,搭建起企业与消费者之间良好的沟通平台。基于此,本文在已有研究的基础上以406家“中华老字号”企业作为研究对象,从如何借助自媒体更好的进行品牌传播的宏观角度对“中华老字号”品牌的发展进行全面系统研究。绪论部分梳理了关于“中华老字号”品牌的相关文献,明确调查分析法为本文主要的研究方法,选择了最具代表性的两类行业作为本文研究对象,并对“中华老字号”品牌自媒体进行概念界定。第一章是对“中华老字号”品牌进行概述,分别阐述了“中华老字号”品牌的定义与分布、特点及价值,并且客观分析“中华老字号”品牌目前的市场形势与发展现状。第二章阐述了“中华老字号”品牌自媒体传播的概况,分别从自媒体的使用数量及质量两方面进行调查研究,并且指出以信息技术为载体的自媒体为“中华老字号”品牌活化带来怎样的营销传播优势。第三章以上述两章为基础,通过大量的数据调查发现“中华老字号”品牌在自媒体传播中仍旧存在许多问题,如:利用自媒体传播的意识不强烈、缺乏对自媒体发布内容的专业化管理、侧重使用单一自媒体且自媒体间互通性差以及忽略受众在自媒体传播过程中的价值。最后一章针对“中华老字号”品牌自媒体传播中存在的问题尝试提出相应的改进建议,如:加强使用自媒体传播的意识持续经营自媒体平台、自媒体传播需进行全面的策划与推广、多种自媒体结合传统媒体进行品牌全方位传播以及重视以受众为中心的品牌关系构建,旨在通过借助自媒体平台制定一套行之有效的自媒体品牌传播策略,以期优化品牌的营销传播效果,为企业提供理论上的支持和实践上的参考。
[Abstract]:The brand of "old Chinese brand" is the treasure of our country's traditional culture, which has been playing an irreplaceable role in the development of history after more than half a century. However, surveys show that Chinese brands are dying out at a rate of 5% a year. How to make the brand rejuvenate again is an urgent problem to be solved in the sustainable development of enterprises. In recent years, the emergence of self-media has provided a good opportunity for revitalizing the brand of "old Chinese brand". This paper links the brand of "old Chinese brand" with enterprise media from a new perspective. By analyzing the influence of brand development and media environment, this paper combines the advantages of "old Chinese brand" with the advantages of self-media, and sets up a good communication platform between enterprises and consumers. Therefore, based on the existing research, this paper takes 406 old Chinese enterprises as the research object. From the macro point of view of how to carry out brand communication better by self-media, this paper makes a comprehensive and systematic study on the development of Chinese old brand. The introduction part combs the related literature about "Chinese old brand", defines the investigation and analysis method as the main research method of this paper, selects the most representative two kinds of industries as the research object of this paper. And the "old Chinese brand" from the media to define the concept. The first chapter is an overview of the "old Chinese brand", respectively, the definition and distribution, characteristics and value of the "old Chinese brand", and objective analysis of the current market situation and development of the "old Chinese brand". The second chapter expounds the general situation of "Chinese old brand" brand self-media communication, respectively from the use of self-media quantity and quality two aspects of investigation and research. It also points out that the self-media with information technology as the carrier brings about the advantage of marketing communication for the brand activation of the old Chinese brand. The third chapter is based on the above two chapters, through a large number of data survey, we find that there are still many problems in the self-media communication of the "old Chinese brand" brand, such as: the awareness of using self-media communication is not strong. Lack of professional management of self-media content, focus on the use of single self-media and poor interoperability between self-media, and ignore the value of audience in the process of self-media communication. In the last chapter, the author tries to put forward some suggestions for improving the problems existing in the media communication of "old Chinese brands", such as strengthening the consciousness of using self-media communication and continuously operating self-media platform. Self-media communication needs comprehensive planning and promotion, multi-media combined with traditional media to carry out brand all-directional communication, and attach importance to the audience as the center of the brand relationship construction, The purpose of this paper is to establish an effective self-media brand communication strategy with the help of the self-media platform in order to optimize the marketing and communication effect of the brand and to provide theoretical support and practical reference for the enterprise.
【学位授予单位】：辽宁大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F273.2;G206

【参考文献】