新媒体运用于社会工作品牌传播的对策研究

发布时间：2018-04-08 15:16

本文选题：新媒体　切入点：社会工作　出处：《新疆大学》2017年硕士论文

【摘要】：社会低认知度问题一直困扰着我国社会工作的发展步伐,走出这一困境已成为当前许多学者孜孜不倦的追求,新媒体运用于社会工作品牌传播不乏为一条充满希望的“光明大道”。互联网时代,网络新媒体在社会发挥的影响力与日俱增,而目前对新媒体运用于社会工作品牌传播的研究较为稀缺,本文主要从新媒体的传播特点以及社会工作与新媒体的契合点出发,试图探索出这条“光明大道”上适合社会工作的行走方式。论文共分为六个章节。第一章绪论分为五部分,分别介绍了研究的对象、背景、意义和相关研究综述,并阐述了本论文的研究思路、研究方法及创新点。第二章阐释了新媒体及社会工作品牌的相关概念,从中找到新媒体与社会工作品牌传播的契合之处。第三章论述当前我国社会工作机构运用新媒体进行品牌传播的现状。第四章为新媒体运用于社会工作品牌传播所存在的问题找出“病因”,这一章主要站在社会工作机构的资金角度、人才角度和品牌信息的受众角度去分析“病因”。第五章为本文的核心,通过前文的“把诊问脉找出病因”,这一章进入“治病”阶段,即通过前几个章节对新媒体运用于社会工作品牌传播的优势、难点和现状的分析论述,最终提出了社会工作运用新媒体进行品牌传播需要学会精准定位、深耕内容、向意见领袖借力以及借助事件营销和网络直播等方面的建议,这些建议也是本次研究所得出的重要观点和主要的创新之处。第六章提出了本论文的研究结论。希望本论文的一些研究成果能为我国社会工作的品牌传播带来一些启发。
[Abstract]:The problem of low social awareness has been puzzling the pace of development of social work in China, and getting out of this dilemma has become the tireless pursuit of many scholars at present.New media used in social work brand communication for a promising "bright road."In the era of Internet, the influence of new network media in society is increasing day by day, but the research on brand communication of social work used by new media is relatively scarce.Based on the communication characteristics of new media and the joint point between social work and new media, this paper tries to explore the "bright road" which is suitable for social work.The thesis is divided into six chapters.The first chapter is divided into five parts. It introduces the research object, background, significance and related research review, and expounds the research ideas, research methods and innovation points of this paper.The second chapter explains the related concepts of new media and social work brand, and finds out the convergence between new media and social work brand communication.The third chapter discusses the current situation of brand communication by new media in our social work organizations.The fourth chapter finds out the cause of the problems existing in the application of new media to social work brand communication. This chapter is mainly from the perspective of social work organization funds, talent and brand information audience to analyze "etiology".The fifth chapter is the core of this paper, through the previous "diagnosis ask pulse to find out the etiology", this chapter enters the stage of "treatment", that is, through the first few chapters of the new media used in social work brand communication advantages, difficulties and analysis of the current situation.Finally, the paper puts forward some suggestions on how to use new media for brand communication in social work, such as learning precise positioning, deep cultivation of content, borrowing from opinion leaders, and making use of events marketing and webcast, etc.These suggestions are also important points of view and major innovations of this study.Chapter six puts forward the conclusion of this thesis.I hope that some research results of this paper can bring some inspiration to brand communication of social work in China.
【学位授予单位】：新疆大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：C916;G206

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