摘要
网络传播日益成为城市品牌传播的重要渠道。本文通过对我国城市品牌网络传播情况的分析,将其归纳为政府网站和政务微博两种网络传播路径;在数据分析基础上指出了存在的问题及其原因;最后以整合营销传播思想为基础,结合城市品牌网络传播的外部环境特征,提出了一体化城市品牌网络传播路径设计,并结合相关案例对这一设计进行了阐释。
Network communication is becoming the main channel of urban brand communication.By reviewing the development process of China's urban network communication practice, this paper firstly divides the practice path of network communication into government website communication and government micro-blog communication, then summarizes their respective characteristics,analyzes the problems and the causes by means of data analysis and finally proposes the design of the integrated urban brand network communication path based on the integrated marketing communication theory and taking into account the external environmental characteristics of the city brand network communication.
出处
《宁波工程学院学报》
2016年第2期66-71,共6页
Journal of Ningbo University of Technology
基金
教育部人文社会科学研究规划基金项目(13YJA630142)
宁波工程学院文科振兴计划项目(2012306)
关键词
网络传播
城市品牌
一体化城市品牌网络传播路径
network communication
urban brand
integrated urban brand network communication path
