摘要
学校品牌的传播可能带来"跳蚤效应"、"蝴蝶效应"、"北风效应"等与传播目的相悖的负效应。面对这些负效应,学校品牌传播应当进行革新,如进行新媒体传播、会展传播等;应当搞好传播策划,优化人际传播,进行精细化传播;应当以核心价值为关键,以消费者价值为基点,进行权益型传播。
The publicity of the school brand may bring about some negative effects and the possible solutions include some innovations like the publicity through the media or conferences, a good and workable planning with a consideration of the core value and consumer value and interest.
出处
《云南师范大学学报（哲学社会科学版）》
CSSCI
2009年第6期157-163,共7页
Journal of Yunnan Normal University：Humanities and Social Sciences Edition
关键词
学校品牌
传播
负效应
school brand
publicity
negative ettects
