全媒体科普传播品牌建设实践与探索——以《攀登》为例  

Practice and exploration of brand building in omnimedia science popularization communication−taking“Climbing”as an example

作　　者：崔明圆 CUI Mingyuan(Education Channel,Tianjin Haihe Media Center,Tianjin 300221,China)

机构地区：[1]天津海河传媒中心教育频道,天津300221

出　　处：《天津科技》2025年第S1期84-87,共4页Tianjin Science & Technology

摘　　要：通过对具有科普性质、采用纪实手法拍摄的科学家系列专题片《攀登》的全媒体传播实践经验进行梳理,探索和总结出一套全媒体品牌建设的可操作性范本,即通过线下发布会及宣传活动配合短视频矩阵、纸媒推广、电台宣传、线上直播、海外传播等组合拳,形成多层级、立体式的传播途径,积极扩大传播范围,争取品牌效应的最大化。The practical experience of omnimedia communication of the scientific documentary series“Climbing”with a science popularization nature and using documentary techniques is sorted out.A set of operable model for building an omnimedia brand is explored and summarized,which combines offline press conferences and promotional activities with short video matrices,print media promotion,radio promotion,online live streaming,overseas dissemination,and other methods to form a multi-level and threedimensional communication channel,actively expand the scope of communication,and strive for the maximization of brand effect.

关 键 词：科普品牌 全媒体传播 媒介融合 传播矩阵 

分 类 号：G212.2[文化科学—新闻学]