基于社交网站的品牌传播研究——以豆瓣小站为例  

Study on Brand Communication Based on Social Networking Sites ——Take Douban Station as an Example

作　　者：于潇[1,2] 

机构地区：[1]闽江学院中文系,福建福州350000 [2]厦门大学新闻传播学院,福建厦门361000

出　　处：《钦州学院学报》2014年第1期93-96,共4页Journal of Qinzhou University

基　　金：闽江学院校级课题:基于社交网站的福建品牌传播策略研究(YSY12001)

摘　　要：基于互联网Web2.0技术产生的社交网站平台在信息传播中具有同质性、相关性、平等性、互动性等特征,作为用户活跃度较高和针对性较强的社交网站,豆瓣网的品牌小站是企业和产品品牌传播的优质平台,探讨品牌在豆瓣小站的社交网络平台上的品牌传播策略,可为企业运用社交网络进行品牌的有效传播提供建议。Social network platform, produced based on Internet Web2.0 technology, has the characteristic of homogeneity, relevance, equality, interaction, etc in information communication. Being a social networking site with more active users and strong targeting, Douban Station have become an excellent platform for enterprises and brand publicity. This article, taking Dou- ban Station as an Example , discusses brand communication strategies on the social network platform and provides suggestions for effective brand communication.

关 键 词：社交网站 品牌传播 豆瓣小站 

分 类 号：G206.2[文化科学—传播学]