[1]马晓虹,陈 昊.长白山文化区域形象传播策略[J].苏州教育学院学报,2017,34(01):79-83.[doi:10.16217/j.cnki.szxbsk.2017.01.011]
 MA Xiaohong,CHEN Hao.Regional Image Strategy of Changbai Mountain Area Culture[J].,2017,34(01):79-83.[doi:10.16217/j.cnki.szxbsk.2017.01.011]
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长白山文化区域形象传播策略()
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《苏州教育学院学报》[ISSN:1008-7931/CN:32-1556/G4]

卷:
34
期数:
2017年01期
页码:
79-83
栏目:
媒介与大众文化
出版日期:
2017-02-25

文章信息/Info

Title:
Regional Image Strategy of Changbai Mountain Area Culture
文章编号:
1008-7931(2017)01-0079-05
作者:
马晓虹陈 昊
东北师范大学 文学院
Author(s):
MA Xiaohong CHEN Hao
College of Humanities & Sciences, Northeast Normal University,
关键词:
全平台媒介全媒体内容体验式营销长白山文化策略
Keywords:
whole platform media all media contents experiential marketing Changbai Mountain Area Culture strategy
分类号:
G127;G206
DOI:
10.16217/j.cnki.szxbsk.2017.01.011
文献标志码:
A
摘要:
随着国家三网融合力度的加大,吉林省提升区域形象的探索也不断取得进步。区域形象的建构与社会大众日常生活有着密切的联系。全平台媒介策略从大众现实生活角度入手,从媒介接触的密切程度上划分,包含了网络平台媒介策略、手机平台媒介策略以及户外移动平台媒介策略三方面。纸质媒体、广播及电视媒体、网络媒体等三方在内容上与长白山文化的有机结合,体现了全媒体内容策略上的优势。“白山黑水”特有的地方民俗文化氛围依靠体验式的营销策略,有利于提升吉林省的区域形象,最终通过整合节庆内容及旅游产品可加强受众的文化体验。
Abstract:
Jilin Province is progressing in the exploration of promoting its regional image with China’s vigorous efforts to converge the three telecommunication networks. Regional image construction is closely related to daily life and the public. Whole platform media strategy is significant for real life which contains the network media, mobile media and outdoor mobile media strategies. Traditional media like print, broadcasting and TV media can be combined with the Internet smoothly so that Changbai Mountain Culture can be reflected by taking full advantage of all media content strategy. The unique local folk culture of “Baishan Heishui” depends on experiential marketing strategy, which is also beneficial to promoting the regional image of Jilin Province, and ultimately, strengthening the cultural experience of audience by integrating the festival and tourism products.

备注/Memo

备注/Memo:
收稿日期:2016-11-20 基金项目:吉林省社会科学基金重点项目(2015A8)作者简介:马晓虹(1969—),女,黑龙江哈尔滨人,教授,博导,博士,研究方向:传播理论与实务、中国古代文学与传播;陈 昊(1989—),男,吉林长春人,博士生,研究方向:中国古代文学与传播。引文格式:马晓虹,陈昊. 长白山文化区域形象传播策略[J]. 苏州教育学院学报,2017,34(1):79-83.
更新日期/Last Update: 2017-03-23