纸媒微信平台的品牌传播与运营模式解析——基于品牌生态学的视角
发布时间：2018-07-22 10:22
【摘要】：我国纸媒微信平台的发展正在由平台建构的初级阶段,转向发展期的品牌传播与运营模式探索阶段。本文引入品牌生态学的理念,认为纸媒微信平台可以通过品牌生态位竞争策略、生态型品牌关系的构建以及品牌生态系统的服务整合,来实现微信平台的品牌塑造与传播,同时解析了纸媒微信平台的三种运营模式选择。
[Abstract]:The development of the paper WeChat platform in China is changing from the initial stage of the platform construction to the stage of brand communication and operation mode exploration in the developing period. In this paper, the concept of brand ecology is introduced, and the paper media WeChat platform can realize the brand shaping and communication through the brand niche competition strategy, the construction of ecological brand relationship and the service integration of brand ecosystem. At the same time, the paper media WeChat platform of three operation mode choice.
【作者单位】： 河北大学新闻传播学院;
【基金】：2014年河北省社会科学基金项目“河北省纸媒微信平台的建构、传播与运营策略研究”(HB14XW011)成果
【分类号】：F273.2
[Abstract]:The development of the paper WeChat platform in China is changing from the initial stage of the platform construction to the stage of brand communication and operation mode exploration in the developing period. In this paper, the concept of brand ecology is introduced, and the paper media WeChat platform can realize the brand shaping and communication through the brand niche competition strategy, the construction of ecological brand relationship and the service integration of brand ecosystem. At the same time, the paper media WeChat platform of three operation mode choice.
【作者单位】： 河北大学新闻传播学院;
【基金】：2014年河北省社会科学基金项目“河北省纸媒微信平台的建构、传播与运营策略研究”(HB14XW011)成果
【分类号】：F273.2
【参考文献】
相关期刊论文 前3条
1 王启万;;品牌生态位理论评述与展望[J];技术经济与管理研究;2011年12期
2 朱海红;;基于品牌生态理论的BN公司品牌群研究[J];哈尔滨师范大学社会科学学报;2013年02期
3 张q，
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