新媒体背景下会展品牌塑造及传播途径研究

Brand Building of Convention and Exhibition Industry and Its Publicity Means in the New Media Context

新媒体是区别于旧媒体模式下的一种新型传播形态,新媒体模式是以手机、电脑以及电视等设备为终端的新体验。会展是新媒体时代下的重要传播模式之一,会展的发展对提升城市的建设具有重要作用。会展想要保持自身的优势,则需要形成更具有代表性的品牌特征,并以此加大自身的塑造与传播:利用大数据传播给受众;利用品牌网站进行传播;利用虚拟社区进行传播;开发在线展会。

New media,a new publicity means different from other old forms of media,offers the audience new experiences via terminals like mobile phones,computers and TV sets.As an important means of publicity in the new media age,convention and exhibition industry is of great significance for the construction of a city.To keep its advantages,the industry has to develop some brands with unique characteristics for its publicity among audiences by means of big data technology,brand websites,virtual communities and online versions of exhibition and convention.