基于马莱茨克模式的自媒体品牌传播策略研究

Research on self-media brand communication strategy based on Maletzker model

互联网技术的快速发展促进了中国自媒体的繁荣发展,但是繁荣的背后却是大量自媒体品牌无法获得可持续发展,其中原因之一:如何科学制定传播策略成为众多自媒体品牌急需解决的实际问题。文章基于马莱茨克模式开展自媒体品牌传播策略研究,得出自媒体品牌的传播过程是传播者、讯息、媒介和接收者4个主要因素相互影响的复杂过程,提出自媒体品牌传播时需要合理选择目标消费者,塑造自媒体品牌的个性特色,持续提供高质量的原创内容,多平台整合营销传播,加强互动增加粉丝黏性等策略,并提出自媒体品牌要适度开展商业化活动,兼顾社会效益,传播正确价值观等注意事项。文章希望为自媒体的可持续发展提供思想启发。

The rapid development of Internet technology has promoted the prosperity and development of China's self-media,but behind the prosperity is that a large number of self-media brands cannot achieve sustainable development.One of the reasons is:how to scientifically formulate communication strategies has become an urgent problem for many self-media brands.Practical problems.This paper conducts research on the communication strategy of self-media brand based on the Maletzker model,and concludes that the communication process of self-media brand is a complex process in which the four main factors of communicator,message,medium and receiver interact with each other.Select target consumers,shape the individual characteristics of self-media brands,continue to provide high-quality original content,integrate marketing communications on multiple platforms,strengthen interaction and increase fan stickiness and other strategies,and propose that self-media brands should appropriately carry out commercial activities,taking into account the society benefits,dissemination of correct values,etc.This paper hopes to provide ideological inspiration for the sustainable development of self-media.