本文選題：傳統(tǒng)家電　切入點：新媒體環(huán)境　出處：《南京大學(xué)》2016年碩士論文　論文類型：學(xué)位論文

【摘要】：家電是人們生活中必不可少的電器產(chǎn)品,改革開放以來,隨著我國城鄉(xiāng)居民收入水平的大幅提高,家電已經(jīng)從稀缺的生活物資變成了日常消費品。由于我國人口基數(shù)較大,家電市場的龐大需求量催生了大批的家電企業(yè),而我國開放型經(jīng)濟(jì)體制的逐步建立和完善,帶來了一大批國外知名的家電品牌,也使得我國家電市場呈現(xiàn)出國內(nèi)品牌和國外品牌群雄逐鹿的局面。新媒體時代來臨以后,傳統(tǒng)家電企業(yè)的營銷傳播環(huán)境發(fā)生了巨大的變化。媒體“碎片化”形勢下,各類以互聯(lián)網(wǎng)為基礎(chǔ)的社會化媒體成為諸多企業(yè)開展?fàn)I銷傳播的重要工具,如小米手機(jī)、黃太吉煎餅等,都是利用微博、微信等網(wǎng)絡(luò)媒體方面的佼佼者,并因此而獲得了廣泛的市場認(rèn)可度和品牌知名度。傳統(tǒng)家電企業(yè)在營銷傳播方面表現(xiàn)出的渠道單一、互聯(lián)網(wǎng)傳播不足、與消費者互動不強(qiáng)等問題,大大影響了整合營銷傳播的效果。因此,借助互聯(lián)網(wǎng)傳播媒介,改進(jìn)傳統(tǒng)家電企業(yè)整合營銷傳播方式,是我國家電行業(yè)在新媒體環(huán)境下市場發(fā)力的新方向。本文將美的空調(diào)作為研究案例,探討了新媒體時代傳統(tǒng)家電企業(yè)利用社會化媒體開展整合營銷的路徑。本文闡述了整合營銷傳播、電通AISAS傳播模型以及客戶關(guān)系管理(CRM)等營銷傳播理論,分析了新媒體時代的重要特征,網(wǎng)絡(luò)廣告、視頻廣告、移動互聯(lián)廣告等新的傳播手段,特別是介紹了微博、微信、社交網(wǎng)站等新媒體時代的傳播平臺翹楚；在此基礎(chǔ)上重點闡述了美的空調(diào)的發(fā)展歷程、營銷傳播思路和成果,分析了新媒體時代整合營銷傳播過程中存在的問題及原因分析；同時,本研究采用經(jīng)驗借鑒的方法,重點對小米手機(jī)和黃太吉煎餅新媒體整合營銷模式進(jìn)行了深入分析,以其經(jīng)驗為參考,結(jié)合美的空調(diào)實際,提出了如何在新媒體環(huán)境下開展整合營銷傳播的對策建議。
[Abstract]:Household appliances are indispensable electrical products in people's lives. Since the reform and opening up, with the substantial increase in the income level of urban and rural residents in China, household appliances have changed from scarce living materials to daily consumer goods. The huge demand in the home appliance market has given birth to a large number of household appliance enterprises. However, the gradual establishment and improvement of the open economic system in China has brought a large number of well-known home appliance brands from abroad. After the arrival of the new media era, the marketing and communication environment of the traditional household appliance enterprises has undergone tremendous changes. Under the situation of "fragmentation" of the media, Social media based on the Internet has become an important tool for many enterprises to carry out marketing and communication, such as Xiaomi mobile phone, Huang Taiji pancake, etc., all of them are outstanding in the use of Internet media such as Weibo, WeChat, etc. As a result, it has gained extensive market recognition and brand awareness. Traditional household appliances enterprises have shown a single channel in marketing communication, lack of Internet communication, weak interaction with consumers, and so on. It has greatly affected the effect of integrated marketing communication. Therefore, with the help of the Internet media, the traditional household appliance enterprises can improve the integrated marketing communication mode. It is a new direction for the household appliance industry in our country to develop its market power under the new media environment. This paper takes the beautiful air conditioning as a case study. This paper discusses the way for traditional household appliance enterprises to use social media to carry out integrated marketing in the new media era. This paper expounds the marketing communication theory, such as integrated marketing communication, Dentsu AISAS communication model and customer relationship management (CRM), etc. This paper analyzes the important features of the new media age, such as network advertisement, video advertisement, mobile internet advertisement and so on, especially introduces Weibo, WeChat, social networking site and other new media era communication platform leader; On this basis, the development course, marketing communication ideas and achievements of the United States air conditioning are expounded, and the problems and reasons in the process of integrated marketing communication in the new media era are analyzed. At the same time, the method of experience and reference is adopted in this study. The integrated marketing mode of Xiaomi mobile phone and Huantaiji pancake is analyzed in detail. Based on the experience and the reality of air conditioning, the countermeasures and suggestions on how to carry out integrated marketing and communication in the new media environment are put forward.
【學(xué)位授予單位】：南京大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2016
【分類號】：F426.6;F274
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本文編號：1561175