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关于拍品巨额成交的新闻会时不时的见诸于一些媒体的报道。似乎除了天价拍品,其他关于拍卖的信息很难引起人们的关注目光。拍卖信息传播是拍卖宣传的一个方面。目前,一些拍卖企业信息传播水平偏低,没有充分利用现代化传播手段将拍卖信息优质、高效地传播给潜在买家,这对拍卖企业业务的发展十分不利。本文以传播学者拉斯韦尔的5W理论为依据,探讨如何将拍卖信息有效传播
News on the huge turnover of the auction will be seen from time to time in some media coverage. It seems that in addition to expensive auction, the other information on the auction is difficult to arouse people’s attention. Auction information dissemination is one aspect of auction promotion. At present, some auction companies have a low level of information dissemination and do not make full use of modern means of dissemination to disseminate auction information to potential buyers with high quality and efficiency, which is very unfavorable to the business development of auction enterprises. Based on the 5W theory of transmission scholar Laswell, this article discusses how to effectively disseminate the auction information