Analysis Of Scenario Communication Strategy Of "Ant Forest"

With the rapid development of the Internet,all walks of life are involved in it to varying degrees.In the Internet era,environmental public welfare undertakings have developed more new forms,realizing the spread of "new,fast and wide".Under the trend of "Internet +",the media contact environment and audience behavior have changed greatly,and the scene has become the focus of academic and industry attention,and the scene has been gradually applied to public welfare communication."Ant forest" is an Internet environmental welfare project launched by alipay's ant financial service.As of August 2019,it has 500 million users and 122 million real trees have been planted on the earth."Ant forest" creates a new practice way of Internet environmental protection and public welfare,which has certain enlightenment significance for the development of environmental protection and public welfare in the Internet era.However,with the development of the project,"ant forest" has gradually exposed some problems in product design and offline implementation.This paper takes "ant forest" as the research object and analyzes its scenario propagation strategy.Firstly,the development and application of scenario theory,public welfare communication,Internet public welfare communication and other related concepts are interpreted.At the same time,it analyzes the current development environment of Internet public welfare communication.This paper focuses on the construction of "ant forest" scenario communication strategy.The analysis model of this paper is constructed by combining the "scene five forces" proposed by Robert Scoble and Shel Israel and the four basic elements of the scene proposed by professor penland.From the three dimensions of scene construction,scene perception and scene adaptation,the "ant forest" scenario propagation is elaborated in detail.The study also found that "ant forest" has problems such as threats to user privacy,insufficient user experience and lack of environmental public welfare culture.Aiming at the existing problems,this paper proposes innovative product design to improve user experience.Increase the popular science function,return to the environmental protection public welfare connotation of a number of optimization Suggestions.This article hopes to scenario theory as the theoretical basis of "ants forest" which is the social high praise of Internet research deeply on the environmental protection public welfare project,the development of the Internet environmental public welfare undertakings,and communication strategy to provide reliable reference for more social public participation in environmental protection public welfare undertakings,and to realize the popularization of public welfare of environmental protection concept.