基于清博大数据平台的风景园林行业信息传播现状与对策研究——以微信为例

Research on the Current Situation and Countermeasures of Information Dissemination in Landscape Architecture Industry Based on Qingbo Big Data Platform——Taking We Chat as an Example

随着风景园林行业的迅速发展,自媒体对行业影响日益显著,但目前少有研究总体把握当前风景园林行业信息传播情况,相关运营策略的研究亦仍处于起步阶段。做好传播工作,是新时代整个行业必须思考的问题。基于清博大数据平台的数据分析功能,应用拉斯韦尔的"5W"传播理论,分析微信平台的风景园林行业信息传播现状,探讨其传播特征及影响力。结果表明当前大多利用微信传播业内信息,呈现多主体参与传播、讯息趋同质化、受众对讯息进行选择性认知、传播效果与活跃度成正比。同时就现状提出相应提升对策,为中国风景园林信息传播和行业发展提供有益借鉴。

With the rapid development of the landscape architecture industry, the influence of self-media on the industry has become increasingly significant, but there are few studies to grasp the overall situation of information dissemination in the current industry, and the study of related operation strategies is still in its infancy. Doing a good job of communication is an issue that the whole industry must think about in the new era. Based on the data analysis function of Qingbo big data platform, the paper applies Lasswell’s 5 W communication theory to analyze the current situation of information dissemination in the landscape architecture industry on the We Chat platform and explore its communication characteristics and influence. The results show that most of the information in the industry is currently disseminated by We Chat, showing that multiple subjects participate in the dissemination, the messages tend to be homogenized, the audience selectively perceives the messages, and the dissemination effect is directly proportional to the activity. At the same time, the paper proposes corresponding countermeasures to improve the current situation and provide useful reference for the information dissemination and industry development of landscape architecture in China.