本文選題：和閱讀　切入點：微博營銷　出處：《浙江大學》2015年碩士論文　論文類型：學位論文

【摘要】：“和閱讀”是中國移動推出的手機閱讀品牌,在2014年1月10日舉行的“2014中國數(shù)字傳媒和閱讀產業(yè)創(chuàng)新大會”上正式面世�！昂烷喿x”業(yè)務是以手機(WAP、客戶端)和移動電子書為主要形態(tài),基于用戶對各類題材內容的閱讀需求,與具備內容出版或發(fā)行資質的機構合作,整合各類閱讀內容,打造全新的圖書發(fā)行渠道,成為國內最大的正版數(shù)字圖書匯聚平臺,實現(xiàn)新書搶鮮看和海量書庫隨時讀,讓用戶享受時尚、健康、環(huán)保、便捷的隨身閱讀新體驗。本人在實習期間參與了“和閱讀”微博運營,本策劃共分為六個部分：設計背景、價值、設計理念、具體運營戰(zhàn)略、設計方案實例與創(chuàng)新點、反思與總結等。本策劃基于“5T”口碑營銷理論——談論者、話題、工具、參與、跟蹤這五方面的指導,借新浪微博這一平臺實施,主要目標是制定“和閱讀”官方微博的運營戰(zhàn)略,優(yōu)化其日常運營,加大“和閱讀”品牌曝光量,強化網(wǎng)絡傳播力度,同時進一步推廣“和閱讀”客戶端,更好地提高和擴大“和閱讀”的品牌影響力。
[Abstract]:"and Reading" is the mobile phone reading brand launched by China Mobile. At the "2014 China Digital Media and Reading Industry Innovation Conference", held on January 10th 2014, the service is based on mobile WAP (client side) and mobile e-book, which is based on users' reading demand for all kinds of content. Cooperate with organizations with content publishing or publishing qualification, integrate all kinds of reading content, create a new distribution channel of books, become the largest digital library gathering platform in China, and realize the fresh reading of new books and the reading of a large number of books at any time. Let the user enjoy the new experience of fashion, health, environmental protection and convenience. I participated in "and read" Weibo operation during the internship, this plan is divided into six parts: design background, value, design idea, concrete operation strategy, The plan is based on the "5T" word-of-mouth marketing theory-talkers, topics, tools, participation, tracking these five aspects of guidance, through the Sina Weibo platform to implement, The main goal is to develop the operation strategy of "and read" official Weibo, optimize its daily operation, increase the exposure of "and read" brand, strengthen the network dissemination, and further promote "and read" client, Better improve and expand the brand impact of "and read".
【學位授予單位】：浙江大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：G206-F

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1 陳瀟奕;“和閱讀”微博運營策劃方案[D];浙江大學;2015年

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本文編號：1562204