新时代科普日活动品牌建设研究  

Research on the brand construction path of the National Science Popularization Day Activities in the New Era

作　　者：王唯滢 杨枭枭 赵沛 Wang Weiying;Yang Xiaoxiao;Zhao Pei(Chinese Research Institute of Science Popularization,Beijing 100081,China;School of Media and Communication,Shanghai Jiao Tong University,Shanghai 200240,China)

机构地区：[1]中国科普研究所,北京100081 [2]上海交通大学媒体与传播学院,上海200240

出　　处：《今日科苑》2024年第6期80-90,共11页Modern Science

摘　　要：全国科普日作为我国重要的大型科技节事活动,其持续开展在全社会起到了良好示范先导作用。面向新时代科普事业实现高质量发展的要求,应进一步发挥大型科普活动的引领作用。本文分析了全国科普日活动品牌建设运营、公众认知以及媒介呈现情况,指出了当前科普日活动品牌运营中存在的品牌显著度较低、品牌生态建设滞后、品牌传播力有待提升等问题,从优化品牌资本、共建品牌生态和提升品牌传播能力三个维度提出了路径建议。As an important large-scale science and technology festival in China,the continuous development of the National Science Popularization Day has played a good demonstration and forerunner role in the whole society.In view of the requirements of realizing high-quality development of science popularization in the new era,the leading role of large-scale science popularization activities should be further played.This paper analyzes the brand construction and operation of the National Science Popularization Day activities,public cognition and media presentation,and points out the problems existing in the current brand operation of the National Science Popularization Day activities,such as low brand salience,backward brand ecological construction,and brand communication power to be improved.Suggestions are put forward from three dimensions:optimizing brand capital,building brand ecology and improving brand communication ability.

关 键 词：全国科普日 科普活动 品牌运营 品牌生态 

分 类 号：G315[文化科学]