微传播在档案宣传中的融合与创新策略研究

"三微一端"微传播方式已逐渐融入到新时代档案宣传之中。本文择选微博、微信、微视频和移动客户端中代表展开实证调研,从而窥视目前微传播中显现出的各种瓶颈问题,以融合与创新为视角,试图从充分了解各种微传播的特点,据需科学择选,合理定位;了解用户需求,加强资源建设,优化微传播档案内容;更新微传播理念,创新档案微传播服务三方面,来优化档案信息微传播的策略,以期对档案微传播实践能产生现实意义。

Micro dissemination, including Micro-Blog, WeChat, Micro-Video and Mobile Client, has become more integrated with archives publicity in the new era. This paper focuses on Micro-Blog, WeChat, Micro-Video and Mobile Client to find out the bottleneck problems of micro dissemination for the present. From the perspective of integration and innovation and with the expectation of bringing about practical significance for archives publicity in micro way, three aspects are explored to optimize the micro dissemination strategy of archives information, which include scientific method selection as required with precise targeting after fully detecting the features of various micro dissemination, archives content optimization through strengthening resources construction based on users’ demands, and innovative publicity service of archives with upgraded concept of micro dissemination.