【摘要】：近些年,移動互聯(lián)技術(shù)、物聯(lián)網(wǎng)、云計算等新浪潮科技的飛躍發(fā)展強有力地推動微營銷(Micromarketing)進入蓬勃發(fā)展的新階段,尤其是,自媒體的興起,為微營銷發(fā)展構(gòu)建了良好的生態(tài)圈。隨著網(wǎng)絡技術(shù)的不斷發(fā)展、智能移動終端的普及和多種應用軟件(App)的推陳出新,Facebook、Twitter、微博、微信、米聊等新興自媒體與社會生活間的聯(lián)系日益緊密,其營銷工具性價值凸顯,無疑為企業(yè)微營銷提供了良好的技術(shù)支撐和發(fā)展平臺。本研究首先通過綜述現(xiàn)有國內(nèi)外微營銷理論研究,概括出微營銷概念的演進脈絡,以此作為闡明和發(fā)展微營銷內(nèi)涵的基礎(chǔ),并結(jié)合時代背景,揭示微營銷的發(fā)展趨勢和探討該理論的適用范圍；其次,闡述了作為企業(yè)微營銷新平臺——自媒體的概念、形式和特點,重點論述了自媒體對于微營銷發(fā)展的工具性價值,并對自媒體平臺上企業(yè)開展微營銷的現(xiàn)狀進行分析,揭示基于自媒體的企業(yè)微營銷優(yōu)勢和劣勢；然后,為了有助于保持與優(yōu)化自媒體平臺上企業(yè)微營銷的優(yōu)勢、克服其劣勢,提出了基于自媒體的企業(yè)微營銷發(fā)展的一般策略；最后,結(jié)合小米手機商業(yè)案例分析,既探究企業(yè)微營銷理論應用的實踐基礎(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.
【學位授予單位】：福建師范大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F274;G206

【參考文獻】

相關(guān)期刊論文 前7條

1 周暉;全球化與市場營銷[J];商業(yè)研究;2001年08期

2 王云峰,劉璞,于樹江;21世紀市場營銷演進的新趨勢[J];管理世界;2004年12期

3 吳狄亞;談網(wǎng)絡營銷對傳統(tǒng)營銷方式的影響[J];經(jīng)濟與管理;2000年03期

4 馬寶龍;王高;李金林;李純青;;關(guān)系營銷范式下營銷努力對客戶行為的影響研究[J];南開管理評論;2009年03期

5 費鴻萍;王嘉慧;;從市場營銷的發(fā)展看宏觀營銷學的演進[J];山西財經(jīng)大學學報(高等教育版);2009年03期

6 張偉年;網(wǎng)絡營銷及其策略組合分析[J];中南財經(jīng)政法大學學報;2003年04期

7 吳軍;微觀營銷[J];外國經(jīng)濟與管理;1990年02期

相關(guān)碩士學位論文 前1條

1 王茹;小米手機的自媒體營銷策略分析[D];遼寧大學;2014年

，

本文編號：2372877