信息碎片化时代的品牌传播策略研究——基于受众心理的角度
发布时间：2018-09-03 07:24
【摘要】：新媒体的出现,使得信息呈现爆炸式增长,海量信息让受众的选择变得更加多样化、灵活化,信息的接收不再局限于特定的时间和空间段,碎片化阅读已成为生活的常态。从受众需求入手,分析了信息碎片化时代信息的存在状态、受众的触媒习惯以及目前品牌传播的分散性状态,综合马斯洛需求层次理论、联结社会化媒体互动传播的优势,以期为品牌传播提出新的思路。
[Abstract]:The emergence of new media makes the information explosive growth, mass information makes the choice of the audience more diversified and flexible, the reception of information is no longer limited to the specific time and space segment, fragmented reading has become the normal of life. Starting with the needs of the audience, this paper analyzes the existing state of information in the age of fragmentation of information, the catalyst habits of the audience and the dispersive state of brand communication at present, and synthesizes Maslow's hierarchy of demand theory to connect the advantages of interactive communication of social media. In order to put forward new ideas for brand communication.
【作者单位】： 武汉大学珞珈学院传媒与艺术学院;
【分类号】：F273.2;G206
[Abstract]:The emergence of new media makes the information explosive growth, mass information makes the choice of the audience more diversified and flexible, the reception of information is no longer limited to the specific time and space segment, fragmented reading has become the normal of life. Starting with the needs of the audience, this paper analyzes the existing state of information in the age of fragmentation of information, the catalyst habits of the audience and the dispersive state of brand communication at present, and synthesizes Maslow's hierarchy of demand theory to connect the advantages of interactive communication of social media. In order to put forward new ideas for brand communication.
【作者单位】： 武汉大学珞珈学院传媒与艺术学院;
【分类号】：F273.2;G206
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1 阳淑华;;论吴敏树山水游记的艺术风格及其成因[J];湘南学院学报;2017年03期
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1 陶]捔，
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