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、世界物联网博览会ExhibitionbrandshapingandspreadofnewmediaeraAbstract：Nowadays,thepopularizationofInternettechnologymakespeople'saccesstoinformationmoreandmoreconvenient.Theinfluenceofsocialmediaisincreasinglyprominent,andtheworldhasenteredtheeraofnewmedia.Underthebackgroundofbigdata,thenewmediaindustryhasbeendevelopingvigorously,whichhaspenetratedintotheexhibitionindustryandplayeditsuniqueroleinit.Insuchanera,peoplecancontactnewmediainacomprehensivewayandgetmoreinformationquicklyandconvenientlywiththeirnewcommunicationmethods.Inrecentyears,thedevelopmentofexhibitionindustryinChinahasbecomemoreandmorefierce.Foracity,exhibitionisoneoftheimportantwaystoenhancethesoftpowerofthecity.Therefore,iftheexhibitionenterpriseswanttokeeptheupperhand,theymustformtheirdistinctivedistinctivefeaturestostrengthentheattraction,andatthesametimestrengthenthepublicityeffortstoformthebrandeffectoftheexhibition.Thisarticlewillfocusonthenewmediaeraexhibitionbrandbuildinganddissemination.Tothenewmedia'sinfluenceonexhibitionbrandingandcommunicationasthebreakthroughpoint,throughcollectingrelevantliteraturebothathomeandabroad,andtheInternetofthingsintheworldexpoasanexampletoexplorethemodeofexhibitionbrandcommunicationandway.Atlast,thethesissummarizestheviewpointsandconclusionsofthethesis,andpointsouttheshortcomingsofthispaperandthedirectionoffurtherresearch.Keywords:Newmediaera,exhibition,brandbuilding,communication,worldInternetofthingsexposition.目录第一章绪论.........................................................11.1研究背景及意义..........................................11.2研究内容及方法..........................................11.3国内外品牌研究...........................................1第二章会展品牌的塑造与传播.........................................3第三章新媒体时代会展品牌塑造与传播SWOT分析........................4第四章新媒体环境对会展品牌塑造与传播的影响.........................6第五章新媒体时代会展品牌塑造模式...................................7第六章新媒体时代会展品牌传播途径...................................86.1转变传播理念.............................................86.2采用新型传播方式.........................................5第七章案列分析——以世界物联网博览会为例..........................10第八章结语........................................................12致谢...............................................................13参考文献...........................................................14附录..............................................................185第一章绪论1.1研究...
