新媒体场域中校史文化传播的AISIS模式探析——基于AISAS模式的重构与解读

Research on the AISAS Mode of University History Culture Communication in the New Media Age

从传播学和校园文化研究出发,分析了新媒体时代我国高校校史文化传播的现状和存在的问题,借鉴广告营销学的AISAS模式,以用户为中心,构建适合高校校史文化传播的AISIS模型,提出AI阶段的厘定目标用户群、吸引用户注意,IS阶段的搜索营销,再到SIS的精准推荐、互动传播等基于新媒体平台的文化传播策略。

Based on the study on communication and university history culture,this paper analyzes the current situation and existing problems of university history culture communication.Referring to AISAS mode of advertising and marketing,the paper constructs an AISIS mode centering on users that is suitable for university history cultural communication.It also proposes some cultural communication strategies based on new media platforms,such as establishing targeted user groups at the AI stage to attract the attention of users,carrying out search marketing at the IS stage,implementing accurate recommendation and interactive communication of SIS,and so on.