论自媒体环境下地方品牌文化的微传播

On theMicro Communication of Local Brand Culture under the Media Environment

自媒体时代的到来为地方品牌文化微传播提供了助力,极大地推动了当地企业文化宣传及运营效率提升,是提升企业核心竞争力的重要方式。在新媒体环境下积极推动地方品牌文化微传播,多样化的即兴互动提升了传播效果,个性化制作丰富了传播内容及传播渠道,较低的投入有效节省了传播成本。微传播过程中一般存在着观念相对保守、传播模式不够成熟、缺乏优秀运营人才、传播营销模式建设不足等问题。具体的品牌文化微传播路径在于:强化品牌文化微传播意识、打造文化立体微传播矩阵、吸纳并培训高层次的微传播运营人才、注重维持良性的网络营销生态,以此来更好地推动地方品牌文化微传播效果。

The advent of the self-media era has provided help for the micro-communication of local brand culture,greatly promotedlocal corporate culture promotion and operational efficiency,and is an important way to enhance corporate core competitiveness.In the new media environment,actively promote the micro-communication of local brand culture,improved the communication effect through diversified forms of impromptu interaction,personalize production has enriched the content of communication and communication channels,low micro-communication investment effectively saves communication costs.The micro-dissemination process of brand culture in the self-media environment,the lack of mature communication models,the lack of excellent operation talents,and the insufficient construction of communication marketing models,and proposes specific brand culture Micro-dissemination path:strengthen brand culture micro-communication awareness,create a three-dimensional cultural micro-communication matrix,absorb and train high-level micro-communication operation talents,and focus on maintaining a healthy network marketing status to better promote the micro-communication of area brand culture effect.