安徽好人正能量营销传播的主要方式和利弊分析
好人正能量是当前社会风气的有效指引，是精神文明建设的有力支持，是个人优良素质和价值观塑造的强大依托。而好人正能量的有效传播更需要各种合理适度的营销传播方式支持。以安徽为例，通过文献研究、比较分析和案例分析的方法分析安徽好人正能量传播现状以及传统媒体、新互联网媒体和社会化媒体三种不同渠道下的好人正能量营销传播方式和差异，发现好人正能量营销传播中还存在着网络秩序多元化致使信息滥用、营销渠道繁杂致使传播过程不顺以及受众关注度不高致使传播效用不持久等问题。由于社会层面、个人层面以及传播本身的一系列问题，因此为了更好地促进安徽好人正能量有效传播，需要提出合理化应对措施，加大监管力度优化传播环境，构建安徽好人正能量营销传播体系，强化安徽好人正能量营销传播的社会价值和教育意义。
关键词：好人；正能量；营销传播；问题及对策
Analysis of good people's positive energy marketing channel in AnHui Province
Abstract : The positive energy of good people is an effective guideline for the current social atmosphere, a powerful support for spiritual civilization construction, and a strong backing for personal qualities and values. The effective transmission of positive energy needs more reasonable and appropriate marketing channel support. Taking AnHui as an example, through literature research, case analysis and comparative analysis, this paper analyzes the communication mode and difference of positive energy marketing of good people in the three different channels of the good people in AnHui, the traditional media, the new Internet media and the social media, and finds that there is a network in the positive energy marketing communication of the good people. Diversification of order results in information abuse, marketing channels are complex, resulting in the communication process is not smooth, and the audience's attention is not high enough, resulting in the communication utility is not durable. As a result of a series of social, personal and communication problems, in order to better promote the effective transmission of positive energy in AnHui, it is necessary to strengthen the supervision and optimize the communication environment, construct the positive energy marketing communication system of the good people in AnHui, and strengthen the social and educational significance of the positive energy marketing communication of the good people in AnHui.
Key Word: Good person; positive energy; marketing communication ; problems and countermeasures.
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