本文選題：自媒體　切入點：品牌　出處：《北京印刷學院》2017年碩士論文　論文類型：學位論文

【摘要】：自媒體興起是依托于互聯網的進步和發(fā)展�；ヂ摼W科技的發(fā)展,讓自媒體登上了傳播時代的舞臺。自媒體應用的出現和發(fā)展讓過去的普通受眾,有機會成為信息傳播的主角。網絡的傳播的秩序發(fā)生了改變,甚至傳統傳播的格局也發(fā)生了巨大的變化。這個改變是:不僅組織、群體有自己的品牌,每個人都擁有屬于自己的品牌。移動互聯網的來襲,讓品牌重歸人的時代。本文一共分為五章。第一章的主要內容是自媒體品牌傳播的背景、研究現狀、相關文獻的分析。認為當下對于自媒體品牌傳播理論的研究碎片化的研究多于系統理論層面上的研究。第二章介紹了自媒體相關概念,根據媒介類型和傳播對象對自媒體進行分類,闡述自媒體的傳播特點。第三章主要分析自媒體品牌傳播,從廣告?zhèn)鞑�、公關傳播和人際傳播的角視角,闡述傳統品牌傳播策略到網絡自媒體品牌傳播策略的變遷,認為這是自媒體發(fā)展的必然趨勢。又總結了由于媒介環(huán)境的變化,自媒體品牌傳播所呈現出來的特點。第四章主要闡述了自媒體品牌傳播的傳播策略:品牌人格傳播、自媒體的情感傳播、自媒體社群傳播。文章的最后一段指出了網絡自媒體品牌傳播存在的問題和應對措施,以及根據自己的研究對自媒體品牌傳播發(fā)展趨勢的預測。
[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.
【學位授予單位】：北京印刷學院
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：G206

【引證文獻】

相關期刊論文 前1條

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本文編號：1607774