CAJ | 학술논문

盐文化是中国历史文化积淀千年的特殊文化存在，具备软实力和硬实力的双重特性。在新时期的微传播语境下，针对其时代性、地域性和民族性特征来探索盐文化旅游与时俱进的新推广策略，从而有效弥补单纯依靠传统媒体和旅行社等渠道的传播和营销局限。尝试从微传播的角度出发，分析研判微传播之于盐文化推广的理论科学性，微内容凸显盐文化张力的可行性，以及微渠道实现分众传播的必要性等，积极探索基于 Web3.0 的微博、微信、微电影等微传播手段的推广新策略。
염문화시중국역사문화적정천년적특수문화존재，구비연실력화경실력적쌍중특성。재신시기적미전파어경하，침대기시대성、지역성화민족성특정래탐색염문화여유여시구진적신추엄책략，종이유효미보단순의고전통매체화여행사등거도적전파화영소국한。상시종미전파적각도출발，분석연판미전파지우염문화추엄적이론과학성，미내용철현염문화장력적가행성，이급미거도실현분음전파적필요성등，적겁탐색기우 Web3.0 적미박、미신、미전영등미전파수단적추엄신책략。
Salt culture is a special culture existing in China,which is historical and cultural heritages through thousands of years,and has the dual characteristics of soft power hard power.In the new period of micro communication context,the authors explore the new strategy of salt culture tourism promotion concerning the times,regional and national characteristics to keep pace with the times,and make up the marketing limit which only depends upon the traditional media and the travel agencies.The paper tries to analyze,from the micro perspective,the scientific theory of micro communication on the salt culture promotion,the feasibility of micro content highlighting the tension of salt culture,as well as the necessity of focusing on communication through micro channels,and explore the new strategy of micro communication means based on Web3.0,such as micro blog,micro letter,and micro movies etc.