数字媒介视阈下的京津冀乡村文旅品牌传播策略研究  

A Study on Brand Communication Strategy of Beijing-Tianjin-Hebei Rural Cultural Tourism under the Vision of Digital Media

作　　者：苑博雄 YUAN Boxiong

机构地区：[1]天津商业大学宝德学院,天津300384

出　　处：《河北旅游职业学院学报》2025年第1期36-40,共5页Journal of Hebei Tourism College

摘　　要：塑造京津冀乡村文旅品牌形象,数字媒介扮演着无可替代的角色。当信息爆炸时代到来之际,若要获取充分的关注度,势必要通过多种技术手段进行传播活动,构建起一整套营销传播策略。本文以京津冀文旅融合的乡村为例,浅析如何利用数字媒介、数字赋能形象识别系统设计的传播途径,精准定位目标受众,制定个性化的传播策略,以提升乡村文旅品牌的传播效果和影响力。Digital media plays an irreplaceable role in shaping the brand image of Beijing-Tianjin-Hebei rural cultural tourism.With the advent of the information explosion era,in order to get enough attention,it is necessary to use a variety of technical means of communication,build a complete marketing communication strategy.This paper takes the rural area of Bejing-Tianjin-Hebei cultural tourism integration as an example to analyze how to use digital media,and digital enabling image recognition system to design communication channels,accurately locate the target audience,and develop personalized communication strategies,in order to enhance the communication effect and influence of rural cultural tourism brand.

关 键 词：数字媒介 品牌传播 形象识别 

分 类 号：F592.7[经济管理—旅游管理]