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

【摘要】：“和閱讀”是中國移動(dòng)推出的手機(jī)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(chǎn)業(yè)創(chuàng)新大會(huì)”上正式面世。“和閱讀”業(yè)務(wù)是以手機(jī)(WAP、客戶端)和移動(dòng)電子書為主要形態(tài),基于用戶對(duì)各類題材內(nèi)容的閱讀需求,與具備內(nèi)容出版或發(fā)行資質(zhì)的機(jī)構(gòu)合作,整合各類閱讀內(nèi)容,打造全新的圖書發(fā)行渠道,成為國內(nèi)最大的正版數(shù)字圖書匯聚平臺(tái),實(shí)現(xiàn)新書搶鮮看和海量書庫隨時(shí)讀,讓用戶享受時(shí)尚、健康、環(huán)保、便捷的隨身閱讀新體驗(yàn)。本人在實(shí)習(xí)期間參與了“和閱讀”微博運(yùn)營,本策劃共分為六個(gè)部分：設(shè)計(jì)背景、價(jià)值、設(shè)計(jì)理念、具體運(yùn)營戰(zhàn)略、設(shè)計(jì)方案實(shí)例與創(chuàng)新點(diǎn)、反思與總結(jié)等。本策劃基于“5T”口碑營銷理論——談?wù)撜�、話題、工具、參與、跟蹤這五方面的指導(dǎo),借新浪微博這一平臺(tái)實(shí)施,主要目標(biāo)是制定“和閱讀”官方微博的運(yùn)營戰(zhàn)略,優(yōu)化其日常運(yùn)營,加大“和閱讀”品牌曝光量,強(qiáng)化網(wǎng)絡(luò)傳播力度,同時(shí)進(jìn)一步推廣“和閱讀”客戶端,更好地提高和擴(kuò)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(xué)位授予單位】：浙江大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：G206-F

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