微传播语境下盐文化旅游推广策略  

Salt Culture Tourism Promotion in Micro Communication Context

作　　者：陈卓威[1] 王康力[2] 

机构地区：[1]成都理工大学传播科学与艺术学院,成都610059 [2]四川大学文学与新闻学院,成都610064

出　　处：《四川理工学院学报（社会科学版）》2013年第1期54-57,共4页Journal of Sichuan University of Science & Engineering(Social Sciences Edition)

基　　金：四川省教育厅人文社会科学重点研究基地中国盐文化研究中心课题(YWHY12-14)

摘　　要：盐文化是中国历史文化积淀千年的特殊文化存在,具备软实力和硬实力的双重特性。在新时期的微传播语境下,针对其时代性、地域性和民族性特征来探索盐文化旅游与时俱进的新推广策略,从而有效弥补单纯依靠传统媒体和旅行社等渠道的传播和营销局限。尝试从微传播的角度出发,分析研判微传播之于盐文化推广的理论科学性,微内容凸显盐文化张力的可行性,以及微渠道实现分众传播的必要性等,积极探索基于Web3.0的微博、微信、微电影等微传播手段的推广新策略。Salt culture is a special culture existing in China,which is historical and cultural heritages through thousands of years,and has the dual characteristics of soft power hard power.In the new period of micro communication context,the authors explore the new strategy of salt culture tourism promotion concerning the times,regional and national characteristics to keep pace with the times,and make up the marketing limit which only depends upon the traditional media and the travel agencies.The paper tries to analyze,from the micro perspective,the scientific theory of micro communication on the salt culture promotion,the feasibility of micro content highlighting the tension of salt culture,as well as the necessity of focusing on communication through micro channels,and explore the new strategy of micro communication means based on Web3.0,such as micro blog,micro letter,and micro movies etc.

关 键 词：盐文化 旅游 微传播 WEB3 0 

分 类 号：F592.7[经济管理—旅游管理]