摘要
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摘要
得益于科技的迅猛发展，媒体也从传统媒体时代进入到了以网络为代表的新
媒体时代。新媒体是相对于电视、报纸、广播等传统媒体而言，是依附于互联网
技术和移动通信技术的快速发展，有别于传统媒体传播方式的新的媒体形式。相
较于传统媒体而言，新媒体具有及时性、海量性、互动性等特点。在学术界，新
媒体环境下的品牌传播研究受到了越来越多研究者的青睐。在管理实践中，企业
品牌传播开始依赖于新媒体作为传播媒介。新媒体应用于企业品牌传播中，改变
了以往固守的理念、方法，取得了效果。在民航行业，国内外一些先进的大型机
场运用新媒体技术,革新了机场品牌传播方式，进行资源整合和精准营销，提升
了旅客体验，创造了良好的服务并获得非航营业创收

SZ 机场于 1991 年通航，在 1996 年成为全国旅客吞吐量排名第四的大型国
际化机场，2003 年迈入了世界最繁忙机场行列。自从 2013 年成功转场新航站楼
以来，机场各项业务有了更广泛、更深入的融入合作，机场进入了“3.0 时代”，
SZ 机场的品牌传播也升级换代，进入了“新媒体时代”。如何在新媒体环境中开
展品牌传播，更好地诠释 SZ 机场“最具体验式机场”这一品牌新定位，是 SZ
机场需要思考和探索的问题

本文首先采用文献研究法，对国内外今年来有关品牌、品牌传播、新媒体、
新媒体品牌传播等概念和理论进行仔细的梳理和研究，形成本文坚实的理论基础

然后，以案例分析法、实地调查法等方式，理论结合实际，对 SZ 机场品牌建设
现状及新媒体环境下品牌传播策略进行深入分析。经过分析与归纳，本文总结了
SZ 机场在新媒体环境下的品牌传播中，既有采用服务接触点传播、口碑传播、
内容营销、情感共鸣营销等成功有效的策略，也存在着品牌传播体系不完善、搜
索营销效果差、舆情响应及危机处理机制不完善、精准化传播不足的问题

本文针对 SZ 机场今后的品牌传播策略完善措施提出了八大建议，分别为：
一是构建 SZ 机场品牌传播体系；二是引入 M-mac-C 模型，采用公共关系+社会公
益+广告宣传活动的品牌形象塑造模式；三是构建品牌虚拟社区；四是是建立意
见领袖影响力；五是提升搜索引擎的营销功能；六是完善网络舆情处置机制；七摘要
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是实行个性化精准传播；八是做好品牌传播效果评估。希望得出的结论能对我国
民航业中的其他企业在新媒体环境下的品牌传播提供理论和实践上的参考

关键词：新媒体；品牌传播；SZ 机场；传播策略Abstract
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Abstract
Thanks to the rapid development of science and technology, the traditional media
has ushered an era of new media represented by the Internet. Different from the
traditional media such as television, newspaper and radio, the new media is in a
totally new form benefiting from the Internet technology and the mobile
communications technology. Compared with the traditional media, the new media is
characterized by promptness, massiveness, interactivity and so on. In the academic
domain, studies of the brand promotion under the new media environment have drawn
more and more attention of the researchers. In the management practice, corporate
brand promotion has also began to rely on the new media as the medium, which shifts
the previous stereotypes and conventional methods and then achieves
accomplishments. In the industry of civil aviation, some advanced large airports at
home and abroad have applied new media technologies to innovate the airport brand
promotion mode, enhance the passenger experience by integrating resources and
utilizing the strategy of accurate marketing, furnish good services and earn revenue
from non-aeronautical operations.
SZ Airport, coming into service in 1991, ranked the national top four
international airports of passenger throughput in 1996 and strode the ranks of busiest
airports all over the world in 2003. Since its successful transfer to the new terminal in
2013, the airport has been enjoying a wider and deeper integration of various business,
and thus entering a “3.0 era”. Also, the brand promotion of SZ Airport has also been
upgraded and hereby gotten into the “new media era”. It is a question that SZ Airport
is required to consider and explore that how to push forward its brand promotion
under the new media environment to better interpret its new brand positioning of
becoming “the most experiential airport”.
This paper firstly adopts the method of literature survey to elaborately review
and explore concepts and theories regarding brand, brand promotion, new media andAbstract
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new media brand promotion at home and abroad in this year, which lays a solid
theoretical foundation for this paper. Then, integrating theory with practice with the
approaches of case analysis, field investigation and others, the paper goes into deep
analysis of the current situation of SZ brand building and its brand promotion
strategies under the new media environment. Through analyzing and summarizing,
this paper concludes that in the brand promotion of SZ Airport under the new media
environment there exist not only successful and effective strategies of service touch
point promotion, oral spreading, content marketing, emotional resonance marketing,
but also problems of incomplete brand promotion system, poor search engine
marketing, imperfect mechanism of responding to public opinions and dealing with
crisis and insufficient accurate promotion.
In this paper, eight main suggestions for the reinforcement strategies of SZ
Airport’s brand promotion in the future are raised as follows.. 1) Make a
comprehensive plan of brand promotion; 2) Introduce the M-mac-C model and adopt
brand building mode of public relations plus social welfare plus advertising campaign;
3) Build a brand virtual community;4) Build a brand promotion system; 5) Enhance
the search engine marketing functions; 6) Improve the settlement mechanism of
online public opinions ; 7) Implement personalized precise promotion strategies; 8)
Assess the effects of brand promotion. The conclusions drawn in this paper are
expected to provide theoretical and practical references of brand promotion for other
enterprises in the civil aviation industry under the new media environment.
Keywords: new media; brand promotion,; SZAirport; promotion strategy目录
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目 录
第一章 引言...........8
第一节 选题背景及意义....1
一、选题背景.....1
二、研究意义.....1
第二节 国内外研究现状及文献综述........2
一、国外研究现状及文献综述 2
二、国内研究现状及文献综述 4
第三节 研究方法及论文结构安排7
一、研究方法.....7
二、技术路线图.7
三、论文结构安排.........9
第二章 相关理论基础.....10
第一节 新媒体相关概念..10
一、新媒体的概念.......10
二、新媒体的传播特征...........10
第二节 品牌传播相关概念..........11
一、品牌的含义...........11
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