| The development of new media technology has greatly changed the communication mode and communication pattern of traditional media.Various new media platforms continue to emerge,making the original point-to-point closed communication mode change to a point-to-point,decentralized interactive communication mode.Relying on the advantages of strong communication ability,extensive user groups,and strong instant interaction,new media platforms not only create a new model of interpersonal communication,but also open up a network position for the government,enterprises,institutions and other organizations to carry out image promotion and brand communication.Under the impact of new media,the image construction and brand communication of the high-tech zone also need new development ideas,and the new media platform is a powerful tool to build and promote the park’s characteristic brand image.Therefore,in-depth research and analysis of the current situation of the use of new media to spread the brand image of the high-tech zone has important practical significance for improving the quality of the publicity work of the national high-tech zone and enhancing the brand influence of the national high-tech zone.Based on the theory of information communication,this research constructs an analytical framework for brand communication in the high-tech zone on the new media platform,and explores the current status of the new media brand communication in the high-tech zone from the macro and micro levels.At the macro level,this research conducts a statistical analysis on the opening and certification of“double micro” and the basic characteristics of accounts in 169 high-tech zones across the country,and examines the overall situation of the use of new media in high-tech zones.Taking the science and technology park as an example,it conducts in-depth analysis and comparison of the basic attributes of the accounts,information release rules,user interaction effects,the form features and thematic features of the “Double Micro” accounts in the high-tech zone,and reveals the characteristics of account operation and brand communication in the high-tech zone.In the analysis of brand communication effect,this research uses the LDA model to extract the content theme.In order to further explore the brand building and communication effect of the hightech zone,this research constructs two indicators based on the LDA model,the theme communication intensity and the theme attention,to realize the high-tech zone.Measurement and analysis of the effect of topic communication.Finally,according to the results of the empirical analysis,it is pointed out that the current high-tech zone uses new media to carry out brand communication problems such as underdevelopment of publicity channels,insufficient publicity,homogenization of platform content,and inactive user interaction.In the future,the high-tech zone will provide reference for improving the publicity system and improving the brand communication strategy. |
