基于传播视角的农事节庆特点分析

Analysis of Communication Characteristics of Agricultural Festival

随着农业现代化进程的加剧,农事节庆由单纯的纪念庆祝活动发展为促进农业品牌传播推广的有效手段,农事节庆在农业品牌传播方面的特点日益显露。精准的传播时机、灵活的传播场域、明确的传播对象、互动的传播模式、欢乐的传播氛围等构成了良性传播场。消费者在愉悦的传播过程中形成关于农业品牌的立体化认知,深化品牌印象,提升了品牌知名度和美誉度,有效推动了农业品牌化发展。

With the intensification of agriculture modernization, agricultural festival has developed from a pure memorial celebration to the effective means to promote the agriculture brand communication. Agricultural festival shows obvious characteristics in communication： precise time, flexible site and definite consumers, interactive spread mode, happy experience, etc. In a good consumption experience, consumers may constitute a comprehensive cognition about the agriculture brand, deepen the brand image, enhance the brand visibility and reputation, brand. and effectively promote the development of agricultural