基于社交媒体建构的旅游演艺品牌符号研究--以《长恨歌》为例

Research on the Brand Symbol of Tourism Performance Based on the Construction of Social Media--A Case of“The Song of Everlasting Sorrow”

运用内容分析法对《长恨歌》社交媒体的营销话语进行了梳理,并基于皮尔斯符号三元论,探究了旅游演艺在社交媒体平台中的品牌符号建构模式。结果发现:建构过程主要分为表征、传播和感知3个阶段,《长恨歌》品牌符号表征可划分为历史文化、知识信息、价值感知、环境服务和互动仪式5大主题,传播呈现时间同步性和空间异质性规律,旅游演艺品牌符号在激发受众多维感知的过程中,塑造出《长恨歌》深入人心、历久弥新的品牌形象,为社交媒体语境下旅游演艺品牌营销带来启示。

Used content analysis method to sort out the marketing discourse of“The Song of Everlasting Sorrow”in social media,this paper explored the brand symbol construction mode of tourism performance in social media platform based on Pierce′s symbolic trinity theory.The results showed that:The construction process could be divided into three stages:representation,communication and perception.Among them,the brand symbol representation of“The Song of Everlasting Sorrow”coulded divided into five themes:history and culture,knowledge and information,value perception,environmental and service,and interactive rituals.The laws of time synchronization and spatial heterogeneity have presented in the communication.In the process of stimulating audience′s multi-dimensional perception,the brand symbol of tourism performance has created the brand image of“The Song of Everlasting Sorrow”,which has deeply rooted in hearts of people and lasting forever.Meanwhile,it also brought enlightenment to tourism performance brand marketing in the context of social media.