Brand Communication Status and Communication Strategy of Yantai Ocean Ranch under New Media Background
-
摘要:
以烟台市海洋牧场为例,通过实地调研与问卷调查的形式,分析其品牌传播现状。烟台海洋牧场的品牌宣传媒介仍以传统渠道为主,品牌推广方式相对单一,缺乏品牌个性。为更好地利用新媒体平台打造知名海洋牧场品牌,发展壮大海洋牧场产业,提出了要精准定位消费者需求,利用多种品牌传播方式,提高烟台市海洋牧场的品牌知名度与影响力。
Abstract:Taking Yantai Ocean Ranch as an example, current situation of brand communication was analyzed through field research and questionnaire survey.According to the research, brand publicity media of Yantai Ocean Ranch was still dominated by traditional channels, with relatively single brand promotion method and lack of brand personality.Targeted countermeasures and suggestions for enterprises were provided to make better use of new media platform to build famous ocean ranch brands and develop ocean ranch industry.It was necessary to accurately position consumer demand and use a variety of brand communication methods to improve brand awareness and influence of Yantai Ocean Ranch in the era of new media.
-
Keywords:
- new media /
- ocean ranch /
- brand communication /
- communication strategy
-
表 1 新媒体背景下品牌传播方式
Table 1. Brand communication methods under background of new media
品牌传播方式 品牌传播思路 SNS营销 通过具有强社交属性的网站和软件,如微信、小红书、QQ、微博等社交平台,采用广告植入、用户互动和话题圈子等方式进行品牌宣传。 内容营销 注重品牌背后的故事与产品本身的内涵,强调内容为王,以特色与个性的品牌特色来赢得消费者的认可与信任。 整合营销 整合各方面、宽领域、多层次的营销渠道和品牌宣传途径,并且对其进行动态修正,形成品牌宣传的最优化与集中化。 口碑营销 在调研消费者需求的基础上,不仅借助短视频平台、自媒体等渠道进行大规模的口碑推广,而且通过消费者本身进行产品宣传,达到事半功倍的效果。 精准营销 在调研市场需求与目标市场的基础上,聚焦市场细分与消费者细分,精准定位消费者的需求,注重以适当的宣传渠道与消费者建立紧密联系,从而进行有效的品牌推广。 表 2 受访者对于海洋牧场的了解渠道
Table 2. Respondents’ channel about marine ranching
传播渠道 人数 占比/% 电视广播 110 42.3 朋友家人推荐 53 20.6 微信推送 36 13.8 短视频app 33 12.9 相关网站 20 7.6 微博 9 3.4 -
[1] 烟台市统计局.烟台统计年鉴2020[EB/OL].(2021-01-11).http://tjj.yantai.gov.cn/art/2021/1/11/art_118_2876126.html. [2] 张琳.新媒体环境下的品牌传播研究[D].重庆: 重庆工商大学, 2010. [3] 王田田,柯可.山东烟台海洋牧场建设之路[J].中国水产,2019(5):46-49. [4] 刘倪雪.烟台海洋牧场二次创业发展研究[D].烟台: 烟台大学, 2018.LIU Nixue.Research on the two pioneering development of Yantai Marine Ranch[D].Yantai: Yantai University, 2018. [5] 丁金强,孙利元,赵振营,等.山东省海洋牧场现状与发展思路[J].海洋开发与管理,2017,34(S2):29-33.DING Jinqiang,SUN Liyuan,ZHAO Zhenying,et al.The current situation and development of marine ranching in Shandong Province[J].Ocean Development and Management,2017,34(S2):29-33. [6] 王田田,谭婷婷.烟台市加快推进海洋牧场建设的思路及措施研究[J].中国水产,2017(6):39-41. [7] 李参德.产业融合视角下的青岛海洋旅游业发展研究[D].青岛: 中国海洋大学, 2014.LI Cande.Study on the development of the marine tourism industry in Qingdao from the perspective of industrial convergence[D].Qingdao: Ocean University of China, 2014. [8] 沈家迪.互联网背景下舟山海洋牧场海水养殖产品营销策略研究[D].舟山: 浙江海洋大学, 2017.SHEN Jiadi.Research on the marketing strategy of Zhoushan sea ranching under the background of inernet[D].Zhoushan: Zhejiang Ocean University, 2017. [9] 王静洲,王珅,张海涛,等.海洋牧场运营模式的探讨[J].河北渔业,2021(3):33-35. doi: 10.3969/j.issn.1004-6755.2021.03.008 [10] 郝有暖.我国海洋牧场经营模式分析研究[D].大连: 大连海洋大学, 2018.HAO Younuan.Analysis and research on the business model of marine ranch in China[D].Dalian: Dalian Ocean University, 2018.
计量
- 文章访问数: 40
- HTML全文浏览量: 12
- PDF下载量: 5
- 被引次数: 0