新媒体时代会展品牌的塑造与传播.pdfVIP

新媒体时代会展品牌的塑造与传播 摘要：现如今互联网技术的普及，使人们获取信息的途径越来 越便捷，社会媒体影响日益突出，世界进入了新媒体时代。大数据 背景下的新媒体产业蓬勃发展，已经深刻渗入到了会展行业中并在 其中发挥其独特效用。在这样的时代背景下，人们可以全面的接触 新媒体，并用其新的传播方式更加快速而方便地获得更多信息。近 年来，我国会展行业发展也愈发猛烈。对于一个城市来说，会展更 是提升城市软实力的重要途径之一。所以会展企业想要保持住上 风，就必须形成其独特化的鲜明特征来加强吸引力，并在此根本上 加强宣传力度从而形成会展的品牌效应。 本文将重点探讨新媒体时代会展品牌的塑造与传播。以新媒体 对会展品牌塑造与传播的影响为切入点，通过搜集国内外相关文 献，并以世界物联网博览会为例探究会展品牌传播的模式及途径。 最后对全文的观点和结论进行了总结，指出了本文的不足之处和今 后进一步研究的方向。 关键词：新媒体时代 、会展、品牌塑造、传播、世界物联网博览 Exhibition brand shaping and spread of new media era Abstract： Nowadays, the popularization of Internet technology makes peoples access to information more and more convenient. The influence of social media is increasingly prominent, and the world has entered the era of new media. Under the background of big data, the new media industry has been developing vigorously, which has penetrated into the exhibition industry and played its unique role in it. In such an era, people can contact new media in a comprehensive way and get more information quickly and conveniently with their new communication methods. In recent years, the development of exhibition industry in China has become more and more fierce. For a city, exhibition is one of the important ways to enhance the soft power of the city. Therefore, if the exhibition enterprises want to keep the upper hand, they must form their distinctive distinctive features to strengthen the attraction, and at the same time strengthen the publicity efforts to form the brand effect of the exhibition. This article will focus on the new media era exhibition brand building and dissemination. To the new medias influence on exhibition branding and communication as the breakthrough point, through collecting relevant literature both at home and abroad, and the Internet of things in the world expo as an example to explore the mode of exhibition brand communication and way. At last, the thesis su