自媒体环境下个人品牌的塑造和传播策略探析——以《罗辑思维》创始人罗振宇为例摘要自媒体兴起是依托于互联网的进步和发展。互联网科技的发展，让自媒体登上了传播时代的舞台。自媒体应用的出现和发展让过去的普通受众，有机会成为信息传播的主角。网络的传播的秩序发生了改变，甚至传统传播的格局也发生了巨大的变化。这个改变是：不仅组织、群体有自己的品牌，每个人都拥有属于自己的品牌。移动互联网的来袭，让品牌重归人的时代。在此背景下，本文主要选取《罗辑思维》创始人罗振宇作为研究对象，进一步全方位地研究与分析现阶段罗振宇个人品牌的塑造途径与罗振宇个人品牌的传播策略，为今后自媒体环境下我国其他个人品牌的塑造与传统的研究与开展提供参考。关键词：自媒体；个人品牌；塑造；传播；罗振宇AbstractThe rise of the media is based on the progress and development of the Internet. The development of Internet technology has made the media enter the stage of the era of communication. The emergence and development of self-media applications has given the ordinary audience in the past the opportunity to become the protagonist of information dissemination. The order of the spread of the Internet has changed, and even the pattern of traditional communication has undergone tremendous changes. The change is: not only organizations, groups have their own brands, everyone has their own brand. The coming of the mobile Internet has brought the brand back to the era of people. In this context, this paper mainly selects Luo Zhenyu, the founder of Luo Ji Thinking, as the research object, and further studies and analyzes the shaping way of Luo Zhenyu's personal brand and Luo Zhenyu's personal brand communication strategy at the present stage. Provide reference for the shaping of other personal brands and traditional research and development.Keywords:Self-media; personal brand; shaping; communication; Luo Zhenyu目录一、绪论.....................................
