本文選題：新媒體 + 品牌��； 參考：《四川師范大學》2015年碩士論文

【摘要】：新媒體的快速發(fā)展使得企業(yè)營銷形式日益多樣化,在傳統(tǒng)營銷基礎(chǔ)上開始關(guān)注和實施新媒體營銷的企業(yè)越來越多。現(xiàn)代人最需要的是真心的溝通,消費者購買產(chǎn)品除了看重產(chǎn)品的性能和價格外,還會更在意情感上的滿足,品牌生活化這種新的營銷理念強烈地折射出消費群體的生活價值觀,成為不少企業(yè)極力訴求的營銷方式。品牌生活化營銷依據(jù)消費者的生活習慣、消費模式等找到對路的方法,能從心理上產(chǎn)生更貼心的感覺,與消費者建立共振頻率:或解決顧客生活中遇到的難題,或提供相應(yīng)生活服務(wù),或提倡一種生活理念,不僅豐富了消費者的業(yè)余生活,讓消費者真切地體會到生活化傳播所帶來的益處;同時,企業(yè)又在消費者的各個生活環(huán)節(jié)上撒下了信任的種子,最終收獲豐厚的回報。目前,品牌生活化營銷已經(jīng)成為一種行之有效的方法,并且適用于很多行業(yè)。新媒體環(huán)境下品牌生活化營銷之路將日益成為未來企業(yè)營銷的一大趨勢,值得研究。本文將以豐富的新媒體實踐案例為基礎(chǔ),以傳播學理論為主,結(jié)合藝術(shù)學、營銷學、心理學等學科知識與理論,創(chuàng)新性地探討新媒體環(huán)境下品牌生活化營銷,并結(jié)合現(xiàn)實經(jīng)驗,為學界研究新媒體時代下的營銷提供一種新思路。全文共有六個部分:第一部分,緒論。主要介紹論文的選題背景、研究意義、研究現(xiàn)狀綜述、創(chuàng)新之處及研究方法。第二部分,新媒體環(huán)境下的品牌生活化營銷概述。主要從傳播學的角度探討了新媒體營銷內(nèi)涵,明確了品牌生活化營銷、新媒體營銷的品牌生活化相關(guān)概念與內(nèi)容。第三部分,新媒體營銷的品牌生活化類型分析。結(jié)合新媒體傳播、時代發(fā)展特點以及年輕主流人群的心理需求,將新媒體環(huán)境下品牌生活化營銷進行梳理整合,分為五大類型,并就各類型特點展開論述分析。第四部分,新媒體營銷的品牌生活化應(yīng)用分析。圍繞上述五種類型,從新媒體影視傳播的角度展開應(yīng)用分析,結(jié)合相關(guān)微視頻、移動新媒體等案例揭示品牌生活化營銷的核心要素。第五部分,新媒體時代品牌生活化營銷的思考。針對新媒體時代品牌生活化營銷發(fā)展提出合理的建議與對策。第六部分,結(jié)論。對研究內(nèi)容進行總結(jié),指出本文的主要發(fā)現(xiàn),提出論文的不足之處以及對未來研究的設(shè)想,把握今后研究努力的方向。
[Abstract]:With the rapid development of new media, the marketing forms of enterprises are increasingly diversified, and more enterprises begin to pay attention to and implement new media marketing on the basis of traditional marketing. What modern people need most is sincere communication. Besides paying attention to the performance and price of products, consumers will also pay more attention to emotional satisfaction. The new marketing concept of brand life strongly reflects the life values of consumer groups. Become a lot of enterprises to pursue the marketing method. Brand life marketing based on consumer's habits, consumption patterns and other ways to find the right way, can psychologically produce a more intimate feeling, and establish resonance frequency with consumers: or solve the problems encountered in customer life, Either providing corresponding living services or promoting a life philosophy not only enriches the consumer's amateur life, but also enables the consumer to truly appreciate the benefits of the spread of life; at the same time, The enterprise sows the seed of trust on every link of consumer's life again, finally gains rich reward. At present, brand life marketing has become an effective method, and suitable for many industries. Under the new media environment, the road of brand life marketing will become a trend of enterprise marketing day by day, and it is worth studying. Based on the rich practice cases of new media and the theory of communication, combined with the knowledge and theory of art, marketing, psychology and so on, this paper explores the marketing of brand life under the new media environment, and combines with the practical experience. For the academic research new media era of marketing to provide a new way of thinking. The full text has six parts: the first part, introduction. This paper mainly introduces the background, research significance, research status, innovation and research methods. The second part, the new media environment under the brand life marketing overview. This paper mainly discusses the connotation of new media marketing from the angle of communication, and clarifies the concept and content of brand life marketing and new media marketing. The third part, new media marketing brand life type analysis. Combined with the new media communication, the characteristics of the development of the times and the psychological needs of the mainstream young people, the brand life marketing under the new media environment is combed and integrated, which is divided into five types, and the characteristics of each type are discussed and analyzed. The fourth part, new media marketing brand life application analysis. Focusing on the above five types, this paper analyzes the application of the new media from the perspective of film and television communication, and reveals the core elements of brand life marketing by combining the relevant micro video, mobile new media and other cases. The fifth part, new media era brand life marketing thinking. This paper puts forward reasonable suggestions and countermeasures for the development of brand life marketing in the new media era. The sixth part, conclusion. This paper summarizes the research contents, points out the main findings of this paper, puts forward the deficiency of the paper and the assumption of the future research, and holds the direction of the future research efforts.
【學位授予單位】：四川師范大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F274

【參考文獻】

相關(guān)期刊論文 前7條

1 崔文花;;《后會無期》如何做到微博上的“賣座”?[J];成功營銷;2014年09期

2 姜建強;;淺析中國微電影現(xiàn)狀及發(fā)展[J];發(fā)展;2014年10期

3 郜翔;;網(wǎng)絡(luò)營銷理論基礎(chǔ)的探析[J];河南機電高等�？茖W校學報;2006年02期

4 謝海云;;淺談中小企業(yè)應(yīng)如何走出微博營銷誤區(qū)[J];價值工程;2013年24期

5 楊寧;;企業(yè)微博的營銷之道[J];科學大觀園;2013年02期

6 楊曉潔;;電子商務(wù)環(huán)境下網(wǎng)絡(luò)營銷發(fā)展趨勢分析[J];企業(yè)導報;2010年12期

7 張燕玲;;時尚大勢中的八個營銷看點[J];市場研究;2007年07期

相關(guān)重要報紙文章 前2條

1 徐鑫;[N];中國經(jīng)濟時報;2013年

2 本報記者 廖慶升;[N];通信信息報;2009年

相關(guān)碩士學位論文 前2條

1 羅琴;大學生市場的生活方式細分研究及營銷對策[D];廣西大學;2008年

2 朱紅燕;試論社會化媒體時代的品牌營銷之道[D];蘇州大學;2013年

，

本文編號：2028345