摘要
在数字化与信息化快速发展的背景下,中小饲料企业面临着日益激烈的市场竞争和品牌传播挑战。为有效提升企业形象、品牌知名度与市场份额,探索高效的文化传播路径显得尤为必要。文章首先分析了中小饲料企业文化传播的重要性,包括塑造良好企业形象、提升品牌知名度与美誉度以及促进产品信任度与市场份额的提升。其次,文章对当前中小饲料企业文化传播的现状进行深入剖析,指出其存在的问题,如对传统媒体的过度依赖、文化传播缺乏互动性、新媒体传播应用不广泛以及内容创新不足等。基于此,重点探析了融媒体赋能中小饲料企业文化传播的有效路径,包括转变传播理念,构建融媒体矩阵;内容创新,精准定位目标受众;强化互动体验,提升用户参与度;整合内外资源,构建良好的传播生态,旨在促进中小饲料企业更好地适应新媒体环境,实现文化传播的转型升级,进而在市场竞争中脱颖而出。
In the context of the rapid development of digitalization and informatization,small and medium-sized feed enterprises are facing increasingly fierce market competition and brand communication challenges.In order to effectively enhance corporate image,brand awareness and market share,it is particularly necessary to explore efficient cultural communication paths.This paper first analyzes the importance of cultural communication of small and medium-sized feed enterprises,including shaping a good corporate image,enhancing brand awareness and reputation,and promoting the improvement of product trust and market share.Then,this paper makes an in-depth analysis of the current situation of cultural communication in small and medium-sized feed enterprises,and points out its existing problems,such as excessive dependence on traditional media,lack of interactivity in cultural communication,lack of wide application of new media communication,and insufficient content innovation.Based on this,this paper focuses on the effective path of financial media to empower the cultural communication of small and medium-sized feed enterprises,including changing the communication concept and building a financial media matrix;Content innovation,accurate positioning of target audiences;Enhance interactive experience and user engagement;The integration of internal and external resources and the construction of a good communication ecology aim to promote small and medium-sized feed enterprises to better adapt to the new media environment,realize the transformation and upgrading of cultural communication,and then stand out in the market competition.
作者
卓丽华
ZHUO Lihua(Henan Vocational College Of Light Industry,Zhengzhou,Henan Province,450011,China)
出处
《中国饲料》
北大核心
2024年第22期169-172,共4页
China Feed
基金
河南省教育科学规划2024年度一般课题(2024YB0467)。
关键词
融媒体
中小饲料企业
文化传播
互动
convergence media
small and medium-sized feed enterprises
cultural transmission
interaction
