传播学视阈下传统文化产品的直播营销分析研究——以景德镇陶瓷为例  

Analysis and Research on Live Marketing of Traditional Cultural Products from the Perspective of Communication——A Case Study of Jingdezhen Ceramics

作　　者：文雪 Wen Xue(Jingdezhen Ceramic University,Jingdezhen,333403)

机构地区：[1]景德镇陶瓷大学,景德镇333403

出　　处：《陶瓷研究》2023年第3期95-97,共3页Ceramic Studies

基　　金：2021年江西省社会科学“十四五”基金一般项目(项目编号:21YS19)——《传播学视域下传统文化属性产品的直播营销模式研究——以景德镇陶瓷为例》;2021年江西省研究生创新专项(项目编号:YC2021-B153)——《“融媒体”时代语境下景德镇陶瓷文化产品的直播营销现状分析》。

摘　　要：本文通过文献研究等方法,以传播学为研究理论基础,以传统文化产品的直播营销为研究对象,探析传播学视域下,直播营销模式的传播要素,由此总结出:具有传统文化价值的产品在进行现代电子营销时,应注意专业人才池的培养、文化场景的搭建以及文化传播核心等等。Through literature research and other methods,this paper takes the communication theory as the research basis,takes the live broadcast marketing of traditional cultural products as the research object,analyzes the communication elements of the live broadcast marketing mode from the perspective of communication,and concludes that when the products with traditional cultural value are carried out in modern electronic marketing,Attention should be paid to the cultivation of professional talent pool,the construction of cultural scenes and the core of cultural communication.

关 键 词：传播学 传统文化 陶瓷 直播营销 

分 类 号：J0[艺术—艺术理论]