| As a treasure of Chinese excellent traditional culture, Hongjiang Ancient Commercial City’s culture provides modern commercial society a business reference model in business concept and philosophy. Such as "disadvantage is a blessing", "ichthyosaurs changes", Yang Sanfeng firm "innocent heirloom", Liu anqing oil, "benevolence beauty" and so on are provided at the ancient city of heavy commercial culture. The problems exposed in the modern business such as the lack of business integrity with a few merchants and decay of moral bottom line, are threatening citizen’s personal safety directly. Culture has the function of educating people for the society. Culture has the function of educating people for the society. Hongjiang Ancient Commercial City commercial culture as a kind of excellent traditional culture, make it has the vitality of the key lies in through the application of modern social protection, inheritance, let Hongjiang Ancient Commercial City commercial culture evolution as a part of modern society become a way of life even code of conduct.Therefore the purpose of this thesis is to spread the cultural intension and values of Hongjiang Ancient Commercial City in a comprehensive and persistent way, to promote the benign interaction of the development of commercial culture communication and modern society, to make consensus of the Hongjiang’s commercial culture to public, and eventually to make the public spread,interact and participate in the Hongjiang’s commercial cultural on his own initiative.From the point of view of the research methods, this paper to the literature analysis, questionnaire survey method, content analysis method research framework, trying to be based on a comprehensive and scientific point of view of Hongjiang Ancient Commercial City commercial culture the present state of the spread of research, so as to put forward facing, scientific and cultural communication strategy.This paper is divided into six chapters:The first chapter is the introduction,and it mainly introduced the origin and significance of the topic. This thesis proposed the research point based on the latest academic research of Hongjiang Ancient Commercial City’s commercial culture. It advanced the innovation of this thesis. It was the first time to sort out the Hongjiang Ancient Commercial City’s commercial culture systematically. At the same time, this thesis combined the Hongjiang Ancient Commercial City’s commercial culture with Communication and discussed the communication strategy in modern society. The author finished this thesis with literature analysis, questionnaire survey method and content analysis method.The second chapter of this thesis took Hongjiang Ancient Commercial City’s commercial culture as the object of study. First of all, it sorted the transition of Hongjiang Ancient Commercial City’s commercial culture and included its connotation. Then the thesis constructed the whole outline of Hongjiang Ancient Commercial City’s commercial culture.In the third chapter of this thesis, it drew the outline of current communication situation of Hongjiang Ancient Commercial City’s Commercial Culture through four aspects, communication subject, object, content and carrier: taking Hongjiang Ancient Commercial City’s commercial culture as the communication subject, spreading the object actively with all kinds and levels of communication means. The current radiation of object is in Hunan Province and the carriers involve the traditional media and the new media,although the methods of media are simple.The fourth chapter analyzed the communication problems which blocked the spreading of Hongjiang Ancient Commercial City’s commercial culture in modern society: lacking deeply excavating and integrating to culture resources in the point of communication subject. Communication strategies fell into the stereotypes, the contents were too superficial and the activities were short of continuity. Also the contents lay particular stress on activity reports, the radiation range of propaganda was narrow and the media was lacking of multi-channel expansion.The fifth chapter put forward the targeted communication strategy of Hongjiang Ancient Commercial City’s commercial culture based on the preliminary research on the above: improving the subject’s win-win communication effect of the economic and society, constructing of three-dimensional mode of transmission under the background of media convergence, satisfying the needs of the audience in the communication contents and achieving the linkage of the commercial culture communication and its cultural industry.Chapter six discusses the propagation trend of Hongjiang Ancient Commercial City commercial culture, from the ancient city of experience type interactive marketing communication and cultural relics and traditional art style of digital archives and protection were discussed.The conclusion part summarizes the full text. First affirmed the Hongjiang Ancient Commercial City commercial culture communication subject to economic interests of, the business culture of Hongjiang Ancient City tourism development activities. Put forward in the premise to realize the economic benefits is to recognize Hongjiang Ancient Commercial City commercial culture connotation, accurately convey the Hongjiang Ancient Commercial City commercial culture spirit as a benchmark. Secondly in the communication method to to the modern media era as the background, to consider the audience media habits, respect for the actual demand of audience of culture, to spread the excellent Hongjiang Ancient Commercial City commercial culture mission. In the end, the paper puts forward the deficiency lies in the strategy proposed to the current Hongjiang Ancient Commercial City commercial culture dissemination status as a starting point, based on the theory of communication strategy of science, practical needs to be verified in the field and more perfect and professional.This thesis considered the communication value of Hongjiang Ancient Commercial City’s commercial culture through the Communication point of view. It thought about the communication effect of excellent traditional culture in modern society and enriched the content of Culture Communication. This thesis has its theoretical significance. The root cause of the problems which existed in our society, such as food security problem, was that the businessmen went back on business ethics for their own benefit. It was a long process which regarded the course of spreading commercial culture to the audience’s identity to practical application as business as a binding principle. Therefore, the practical significance of the communication strategy study of Hongjiang Ancient Commercial City’s commercial culture is to construct a benign ecosystem of commercial culture communication. It is to let commercial culture strikes root in the hearts of the people subtly and to provide important ideological and cultural resources for the construction of socialist harmonious society and a well-off society in an all-round way... |
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