摘要
本文结合兰州新区工业园区的现实情况,以其他工业园区的整合营销为研究主体,通过抖音短视频对工业园区进行整合营销为研究问题,利用4I理论、5W理论、AISAS模型等理论,探究基于抖音短视频的兰州新区工业园区的整合营销传播的路径和策略。
Combined with the reality of industrial parks in in New District of Lanzhou,this paper takes the integrated marketing of other industrial parks as the research subject,takes the integrated marketing of industrial parks through Douyin short videos as the research question,and uses 4I theory,5W theory,AISAS model and other theories to explore the path and strategy of the integrated marketing communication of industrial parks in in New District of Lanzhou based on Douyin short videos.
作者
苏云
张哲瀚
SU Yun;ZHANG Zhe-han(School of Management,Lanzhou University,Lanzhou 730000,China)
出处
《兰州文理学院学报（社会科学版）》
2023年第5期85-90,共6页
Journal of Lanzhou University of Arts and Science(Social Science Edition)
基金
甘肃省哲学社会科学规划项目“新媒体讲好甘肃故事的路径与策略研究”(2021YB015)。
关键词
抖音短视频
兰州新区
工业园区
整合营销传播
Douyin short video
New District of Lanzhou
industrial park
integrated marketing communication
