新媒体时代下洛阳宫灯文化传播策略研究

Research on the communication strategy of Luoyang Palace Lantern culture in the new media era

新媒体时代,依靠传统媒体传播的洛阳宫灯文化迎来了发展新机遇。新媒体的各种平台为洛阳宫灯文化提供了新的传播渠道,打破了传播的时空局限,提升了传播速度,拓宽了传播广度,为当代洛阳宫灯文化传播的困境提供了最优解。目前,洛阳宫灯文化传播受制于其本身传承困难、产品创新不足、知名度不高、营销力度不足,因而导致传播效果差强人意。依托洛阳宫灯文化及河洛文化资源,打造符合当代审美的洛阳宫灯创意产品,充分利用图文和短视频平台进行宣传,定期以直播营销作为辅助,同时重视结果反馈,不断优化传播能力,是洛阳宫灯文化在新媒体时代传播的思路。

In the era of new media,Luoyang Palace Lantern culture,which relies on traditional media for transmission,has ushered in new opportunities for development.The various platforms of new media provide new communication channels for Luoyang Palace Lantern culture,break the time and space limitation,increase the of communicatior,broaden the ccope of communication and provide the optimal solution to its dilemma.At present,the dissemination of Luoyang Palace Lantern culture is limited by the difficulties of inheritance,insufficient product innovation,low popularity and inadequate marketing efforts,resulting in poor communication effect.Relying on Luoyang Palace Lantern culture and Heluo cultural resources,innovative products are created that meet contemporary aesthetics,graphic and short video platforms for promotion are make full use,regularly employ live marketing.At the same time,result feedback in the process of publicity and marketing Should be paid attention,and communication constantly is costanty optr mized.These are the ideas of the dissemination of Luoyang Palace Lantern culture in the new media era.