新媒体传播在饲料企业广告中的应用  

Application of new media communication in feed enterprise advertisement

作　　者：何炜[1] HE Wei(Henan Vocational Institute of Arts,Zhengzhou,Henan Province 450011,China)

机构地区：[1]河南艺术职业学院,河南郑州450011

出　　处：《中国饲料》2021年第10期140-143,共4页China Feed

摘　　要：当前,互联网的快速发展给传统信息传播带来了巨大变革,新媒体传播成为当前信息传播的主流渠道。基于数字化信息技术,当前以报纸、期刊等纸质传统媒体与短视频、网站、社群等形式的新兴媒体相互交织融合,形成了多业态、多形式、多内容的一体化新媒体传播体系。我国高度重视新媒体传播的发展,出台了一系列的政策和方针,未来新媒体传播方式渗透至各行各业。饲料企业在进行产品推广、品牌建设时急需转型,使其营销过程、品牌推广更适应当前的市场趋势。在新媒体时代下,新闻传播呈移动性强、渠道多样、内容丰富、用户群体的需求也发生了转变,而这些变化会对饲料企业广告营销带来机遇和挑战。因此,本文以饲料企业为研究对象,进一步分析新媒体传播下饲料企业的机遇和挑战,结合当前饲料企业,对新媒体广告营销的现状进行分析,提出有效建议,为饲料企业的发展提供理论指导。At present,the rapid development of the Internet has brought great changes to the traditional information dissemination,and the new media dissemination has become the mainstream channel of the current information dissemination.Based on digital information technology,the current paper traditional media such as newspapers and periodicals are interwoven with new media in the form of short videos,websites,communities and other forms,forming an integrated new media communication system with multiple formats,forms and contents.China attaches great importance to the development of new media communication and has issued a series of policies and guidelines.In the future,the way of new media communication will penetrate into all walks of life.Feed enterprises in product promotion,brand building is also in urgent need of the transformation of communication mode,so that their marketing process,brand promotion to adapt to the current market trend.In the era of new media,the news dissemination presents the characteristics of strong mobility,diverse channels,rich content,and the needs of user groups have changed,and these changes will bring opportunities and challenges to the advertising of feed enterprises.Therefore,this paper takes feed enterprises as the research object,further analyzes the opportunities and challenges of feed enterprises under the new media communication,analyzes the current situation of feed enterprises in the new media advertising marketing,and puts forward effective suggestions to provide theoretical guidance for the development of feed enterprises.

关 键 词：新媒体传播 饲料企业 广告 

分 类 号：F3[经济管理—产业经济]