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微博的迅速发展已经使它超越了信息交流平台的范畴,更应是一种社会化的媒体。微博传播对于解决如今会展项目传播中诸如成本高,对象模糊等问题有着积极的启示。本文结合传播学相关理论基础,通过分析微博传播的发展现状、传播特性,消费类展会的发展趋势、传播需求,博在消费类展会传播中的应用现状等,提出了消费类展会基于微博这一传播媒介应采取的营销传播策略和具体应用途径。
The rapid development of Weibo has made it beyond the scope of information exchange platform, but also should be a kind of social media. Weibo communication has positive enlightenment for solving the problems such as high cost and object obfuscation in the dissemination of conventions and exhibitions. In this paper, based on the relevant theoretical basis of communication, through the analysis of the status quo of development of micro-Bo communication, communication characteristics, the development trend of consumer exhibitions, communication needs, application status of Bo in the spread of consumer exhibitions, etc., This media should take the marketing communication strategy and specific application approach.