本文選題：社群營銷 + 聚眾傳播�。� 參考：《出版廣角》2017年08期

【摘要】：隨著移動(dòng)互聯(lián)時(shí)代的到來,社群的功能不斷延伸,其潛在的價(jià)值逐漸被挖掘出來。在此過程中,社群營銷的概念進(jìn)入人們的視野,成為當(dāng)今自媒體平臺(tái)的主流運(yùn)營理念。聚眾傳播是社群營銷中最具特色的傳播方式,文章從社群聚合與營銷解構(gòu)兩個(gè)方面分析了聚眾傳播作用的機(jī)制,并對(duì)社群營銷的發(fā)展趨勢(shì)進(jìn)行探討。
[Abstract]:With the arrival of mobile internet era, the function of community has been extended and its potential value has been excavated. In this process, the concept of community marketing enters people's vision and becomes the mainstream operation idea of self-media platform. Mass communication is the most characteristic mode of communication in community marketing. This paper analyzes the mechanism of mass communication from two aspects of community aggregation and marketing deconstruction, and probes into the development trend of community marketing.
【作者單位】： 中國人民大學(xué)新聞學(xué)院;
【分類號(hào)】：G206

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本文編號(hào)：1969845