本文選題：網(wǎng)絡(luò)整合營銷傳播　切入點：騰訊公司　出處：《重慶工商大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：整合營銷傳播理論(Integrated Marketing Communications)是一種營銷傳播思想,被企業(yè)看作是21世紀(jì)獲得市場優(yōu)勢的戰(zhàn)略性武器。整合營銷傳播理論在國內(nèi)外學(xué)術(shù)界受到廣泛重視,產(chǎn)生了豐富的學(xué)術(shù)成果。隨著營銷傳播環(huán)境的不斷變化,整合營銷傳播理論在營銷實踐中得到發(fā)展。網(wǎng)絡(luò)時代,整合營銷傳播理論的應(yīng)用環(huán)境發(fā)生變化。網(wǎng)絡(luò)帶來了營銷傳播方式和手段的變革,也改變了消費者的信息獲取方式和消費習(xí)慣,進(jìn)一步改變了營銷傳播的市場環(huán)境。整合營銷傳播環(huán)境的深刻變革,使得整合營銷傳播理論有了新的內(nèi)涵,學(xué)術(shù)界對網(wǎng)絡(luò)整合營銷傳播進(jìn)行研究并建構(gòu)了網(wǎng)絡(luò)整合營銷傳播模型。NBA是最成功的職業(yè)體育賽事之一,在世界范圍內(nèi)具有廣泛的影響。在我國,NBA擁有體量龐大的球迷群體和營銷市場。騰訊公司作為中國互聯(lián)網(wǎng)服務(wù)的最大綜合商,與NBA進(jìn)行深度合作,獲得了NBA賽事5年的獨家網(wǎng)絡(luò)直播版權(quán),成為NBA官方獨家合作伙伴。根據(jù)NBA賽事資源營銷需要,騰訊公司專門設(shè)立NBA頻道作為NBA賽事網(wǎng)絡(luò)整合營銷傳播平臺,目前已發(fā)展成為球迷獲取NBA賽事資訊的重要平臺。騰訊公司對NBA賽事的營銷,充分運用了網(wǎng)絡(luò)整合營銷傳播策略,主要表現(xiàn)在三個方面:獲取NBA賽事獨家網(wǎng)絡(luò)直播版權(quán),以此整合營銷傳播的核心資源;利用騰訊公司自身社交媒體用戶聚合優(yōu)勢,打造NBA賽事營銷傳播平臺;并進(jìn)行盈利模式的探索。在互聯(lián)網(wǎng)時代,騰訊公司NBA賽事網(wǎng)絡(luò)整合營銷傳播策略非常值得關(guān)注。本文運用文獻(xiàn)分析法、文本分析法和邏輯分析法,并結(jié)合傳媒經(jīng)濟學(xué)、市場營銷學(xué)、傳播學(xué)等知識,運用整合營銷傳播理論對騰訊公司NBA賽事的網(wǎng)絡(luò)整合營銷傳播進(jìn)行了系統(tǒng)分析,認(rèn)為騰訊公司對NBA賽事在營銷傳播策略上全面的體現(xiàn)了網(wǎng)絡(luò)整合營銷傳播理念:以客戶為中心,與客戶建立關(guān)系;以產(chǎn)品為營銷基礎(chǔ),整合核心資源,提高產(chǎn)品質(zhì)量;構(gòu)建最佳營銷傳播體系;探索創(chuàng)新盈利模式,最終達(dá)到企業(yè)盈利的目標(biāo)。進(jìn)一步論證了網(wǎng)絡(luò)整合營銷傳播理論在互聯(lián)網(wǎng)公司體育營銷實踐中的指導(dǎo)意義。
[Abstract]:Integrated Marketing Communications (IMC) is a kind of marketing communication thought, which is regarded by enterprises as a strategic weapon to gain market advantage in 21th century. The theory of Integrated Marketing Communication (IMC) has received extensive attention in academic circles at home and abroad. With the constant change of marketing communication environment, integrated marketing communication theory has been developed in marketing practice. The application environment of integrated marketing communication theory has changed. The network has brought about the change of marketing communication methods and means, and has also changed the way of obtaining information and consuming habits of consumers. Has further changed the marketing environment of marketing communication. The profound transformation of integrated marketing communication environment has made the theory of integrated marketing communication have a new connotation. The academic circles study the network integrated marketing communication and construct the network integrated marketing communication model. NBA is one of the most successful professional sports events. Has a wide range of influence in the world. In China, the NBA has a large number of fans and marketing market. Tencent, as the largest integrator of Internet services in China, works in depth with NBA. After five years of exclusive online broadcasting of NBA events, Tencent has become the official exclusive partner of NBA. According to the needs of NBA events resource marketing, Tencent has set up NBA channel as the network integration marketing and communication platform for NBA events. At present, Tencent has developed into an important platform for fans to obtain information about NBA events. Tencent has made full use of network integrated marketing and communication strategy for NBA events, which is mainly manifested in three aspects: obtaining exclusive rights for NBA events to broadcast live on the Internet. In order to integrate the core resources of marketing communication; to use Tencent's own social media users aggregation advantage, to create a marketing and communication platform for NBA events; and to explore the profit model. In the Internet era, Tencent NBA events network integrated marketing communication strategy is very worthy of attention. This paper uses literature analysis, text analysis and logic analysis, combined with media economics, marketing, communication and other knowledge, By using the theory of integrated marketing communication, this paper makes a systematic analysis of the network integrated marketing communication of NBA events of Tencent, and thinks that Tencent's marketing communication strategy for NBA events fully embodies the concept of network integrated marketing communication: customer-centered. Establish relationships with customers; integrate core resources to improve product quality; build the best marketing communication system; explore innovative profit models; Finally, the paper discusses the guiding significance of network integrated marketing communication theory in the sports marketing practice of Internet companies.
【學(xué)位授予單位】：重慶工商大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：G206;F49;F274

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