本文選題：自媒體　切入點(diǎn)：品牌　出處：《北京印刷學(xué)院》2017年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】：自媒體興起是依托于互聯(lián)網(wǎng)的進(jìn)步和發(fā)展�；ヂ�(lián)網(wǎng)科技的發(fā)展,讓自媒體登上了傳播時(shí)代的舞臺(tái)。自媒體應(yīng)用的出現(xiàn)和發(fā)展讓過(guò)去的普通受眾,有機(jī)會(huì)成為信息傳播的主角。網(wǎng)絡(luò)的傳播的秩序發(fā)生了改變,甚至傳統(tǒng)傳播的格局也發(fā)生了巨大的變化。這個(gè)改變是:不僅組織、群體有自己的品牌,每個(gè)人都擁有屬于自己的品牌。移動(dòng)互聯(lián)網(wǎng)的來(lái)襲,讓品牌重歸人的時(shí)代。本文一共分為五章。第一章的主要內(nèi)容是自媒體品牌傳播的背景、研究現(xiàn)狀、相關(guān)文獻(xiàn)的分析。認(rèn)為當(dāng)下對(duì)于自媒體品牌傳播理論的研究碎片化的研究多于系統(tǒng)理論層面上的研究。第二章介紹了自媒體相關(guān)概念,根據(jù)媒介類(lèi)型和傳播對(duì)象對(duì)自媒體進(jìn)行分類(lèi),闡述自媒體的傳播特點(diǎn)。第三章主要分析自媒體品牌傳播,從廣告?zhèn)鞑�、公關(guān)傳播和人際傳播的角視角,闡述傳統(tǒng)品牌傳播策略到網(wǎng)絡(luò)自媒體品牌傳播策略的變遷,認(rèn)為這是自媒體發(fā)展的必然趨勢(shì)。又總結(jié)了由于媒介環(huán)境的變化,自媒體品牌傳播所呈現(xiàn)出來(lái)的特點(diǎn)。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(wǎng)絡(luò)自媒體品牌傳播存在的問(wèn)題和應(yīng)對(duì)措施,以及根據(jù)自己的研究對(duì)自媒體品牌傳播發(fā)展趨勢(shì)的預(yù)測(cè)。
[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(xué)位授予單位】：北京印刷學(xué)院
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類(lèi)號(hào)】：G206

【引證文獻(xiàn)】

相關(guān)期刊論文 前1條

1 楊帥;;大數(shù)據(jù)時(shí)代,如何能賣(mài)出更多的衣服——論現(xiàn)代網(wǎng)絡(luò)社交平臺(tái)下本土服裝銷(xiāo)售行業(yè)的發(fā)展與挑戰(zhàn)[J];廣東蠶業(yè);2017年01期

，

本文編號(hào)：1607774