【摘要】：近些年,移動(dòng)互聯(lián)技術(shù)、物聯(lián)網(wǎng)、云計(jì)算等新浪潮科技的飛躍發(fā)展強(qiáng)有力地推動(dòng)微營(yíng)銷(Micromarketing)進(jìn)入蓬勃發(fā)展的新階段,尤其是,自媒體的興起,為微營(yíng)銷發(fā)展構(gòu)建了良好的生態(tài)圈。隨著網(wǎng)絡(luò)技術(shù)的不斷發(fā)展、智能移動(dòng)終端的普及和多種應(yīng)用軟件(App)的推陳出新,Facebook、Twitter、微博、微信、米聊等新興自媒體與社會(huì)生活間的聯(lián)系日益緊密,其營(yíng)銷工具性價(jià)值凸顯,無(wú)疑為企業(yè)微營(yíng)銷提供了良好的技術(shù)支撐和發(fā)展平臺(tái)。本研究首先通過綜述現(xiàn)有國(guó)內(nèi)外微營(yíng)銷理論研究,概括出微營(yíng)銷概念的演進(jìn)脈絡(luò),以此作為闡明和發(fā)展微營(yíng)銷內(nèi)涵的基礎(chǔ),并結(jié)合時(shí)代背景,揭示微營(yíng)銷的發(fā)展趨勢(shì)和探討該理論的適用范圍；其次,闡述了作為企業(yè)微營(yíng)銷新平臺(tái)——自媒體的概念、形式和特點(diǎn),重點(diǎn)論述了自媒體對(duì)于微營(yíng)銷發(fā)展的工具性價(jià)值,并對(duì)自媒體平臺(tái)上企業(yè)開展微營(yíng)銷的現(xiàn)狀進(jìn)行分析,揭示基于自媒體的企業(yè)微營(yíng)銷優(yōu)勢(shì)和劣勢(shì)；然后,為了有助于保持與優(yōu)化自媒體平臺(tái)上企業(yè)微營(yíng)銷的優(yōu)勢(shì)、克服其劣勢(shì),提出了基于自媒體的企業(yè)微營(yíng)銷發(fā)展的一般策略；最后,結(jié)合小米手機(jī)商業(yè)案例分析,既探究企業(yè)微營(yíng)銷理論應(yīng)用的實(shí)踐基礎(chǔ),也用以論證本研究所提出的一般策略的合理性與有效性。
[Abstract]:In recent years, the rapid development of new wave technology, such as mobile interconnection technology, Internet of things, cloud computing and so on, has strongly pushed micro-marketing (Micromarketing) into a new stage of vigorous development, especially since the rise of media. For the development of micro-marketing to build a good ecological circle. With the continuous development of network technology, the popularity of intelligent mobile terminals and the emergence of various application software (App), Facebook,Twitter, Weibo, WeChat, Mi chat and other new self-media and social life are increasingly closely linked. The instrumental value of marketing undoubtedly provides a good technical support and development platform for micro-marketing. Firstly, this study summarizes the evolution of micro-marketing concept by summarizing the existing domestic and foreign micro-marketing theory research, as the basis of clarifying and developing the connotation of micro-marketing, and combining with the background of the times. Reveal the development trend of micro-marketing and explore the scope of application of the theory; Secondly, it expounds the concept, form and characteristics of self-media, which is the new platform of micro-marketing of enterprises, and focuses on the instrumental value of self-media for the development of micro-marketing, and analyzes the current situation of micro-marketing in enterprises on the platform of self-media. Reveal the advantages and disadvantages of micro-marketing based on self-media; Then, in order to help maintain and optimize the advantages and disadvantages of enterprise micro-marketing on the self-media platform, the general strategy of micro-marketing development based on self-media is put forward. Finally, combining with the business case analysis of Xiaomi mobile phone, it not only explores the practical basis of the application of enterprise micro-marketing theory, but also proves the rationality and effectiveness of the general strategy put forward by this research.
【學(xué)位授予單位】：福建師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F274;G206

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