摘要
本文通过文献研究结合案例分析等方法,以融媒体时代为研究背景,以景德镇陶瓷产品为主要研究对象,探讨景德镇陶瓷产品直播营销的现状及问题,分析景德镇陶瓷产品直播营销过程中直播人员的身份符号问题、直播场域的情境构建问题、直播效果的文化传播问题,最终提出景德镇陶瓷产品直播营销可以遵循身份符号构建原则、场域情感认同原则、文化本源性原则进一步完善景德镇陶瓷产品直播营销系统。
Through literature research and case analysis,this paper takes Jingdezhen ceramic products as the main research object under the background of the era of financial media,discusses the current situation and problems of live marketing of ceramic products in Jingdezhen,analyzes the identity symbol of livestreaming personnel in the process of live marketing of ceramic products in Jingdezhen,the situation construction of live broadcasting field,and the cultural transmission of live broadcasting effect.Finally,it is proposed that the live marketing system of Jingdezhen ceramic products can be further improved by following the principles of identity symbol construction,field emotional identification and cultural origin.
作者
王爱红
文雪
Wang Aihong;Wen Xue(Jingdezhen Ceramic University,Jingdezhen,333403)
出处
《陶瓷研究》
2023年第3期17-20,共4页
Ceramic Studies
基金
2021年江西省社会科学“十四五”基金一般项目(项目编号:21YS19)——《传播学视域下传统文化属性产品的直播营销模式研究——以景德镇陶瓷为例》
2021年江西省研究生创新专项(项目编号:YC2021-B153)——《“融媒体”时代语境下景德镇陶瓷文化产品的直播营销现状分析》。
关键词
融媒体
景德镇陶瓷
直播营销
Financial media
Jingdezhen ceramics
Live marketing