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社会化媒体,是当今最为流行的一种给予用户极大参与空间的新型在线媒体,是以受众为核心的信息搜集平台。在国内以微博、微信等为代表。本文通过对微博、微信公众号及相关数据分析工具,对“中国旅游强县”——宁乡县的文化旅游品牌传播进行了分析。并提出了三大传播策略:一是重视平台建设,打造全方位的社会化媒体传播渠道;二是加强内容建设,打造特色鲜明的社会化媒体传播热点;三是建立营销体系,打造全民互动的文化旅游品牌。
Social media is one of the most popular online media that gives users a lot of space to participate in nowadays. It is an audience-centered information collection platform. In the country to Weibo, WeChat and other representatives. This article analyzes the spread of cultural tourism brand in “China Traveling County” - Ningxiang County through Weibo, WeChat public number and related data analysis tools. And put forward three communication strategies: one is to pay attention to platform construction, to create a full range of social media channels of communication; two is to strengthen content construction, to create distinctive distinctive social media dissemination of hot spots; third is to establish a marketing system to create universal interaction Cultural tourism brand.