A企業(yè)自媒體營銷研究
發(fā)布時間：2018-08-20 17:39
【摘要】：近幾年,國內(nèi)移動互聯(lián)網(wǎng)高速發(fā)展,特別是國家提出互聯(lián)網(wǎng)+戰(zhàn)略后,物聯(lián)網(wǎng)、大數(shù)據(jù)、云計算廣泛應用于社會方方面面,智能手機作為最普遍的連接終端,推動社會全面進入自媒體時代。自媒體的到來,為企業(yè)構(gòu)建新型營銷模式提供了新的機遇。自媒體營銷背景下,企業(yè)與受眾(即客戶)之間的關系發(fā)生巨大變化,最直接的是讓企業(yè)與受眾的關系變得扁平化,甚至是面對面的關系,這種零距離的傳播,不僅更加迅捷、準確,而傳播成本卻急劇下降,變得非常低廉,許多企業(yè)都紛紛建設自媒體并嘗試開展自媒體營銷。但是,作為新生事物,與傳統(tǒng)的營銷模式相比,自媒體營銷被廣泛接受的時間較短,絕大多數(shù)的企業(yè)還是未能正確認識和有效應對,正基于此,所以針對企業(yè)自媒體營銷問題進行研究具有很強的現(xiàn)實意義。本文首先闡述了選題研究的背景和意義以及目前國內(nèi)外對自媒體營銷的研究情況,隨后對自媒體營銷的相關概念和基本理論進行了闡述,表達自媒體是新媒體的延伸發(fā)展,其正在構(gòu)建企業(yè)營銷渠道新格局,促使企業(yè)營銷方式隨著消費者習慣的變化而變化,同時也介紹了自媒體營銷的優(yōu)勢與劣勢,特別強調(diào)自媒體的影響力擴張價值和點對點關系價值。在此基礎上,采用個案分析的方法,以A企業(yè)為例,在對A企業(yè)開展自媒體營銷的必要性進行闡述之后,簡要介紹了 A企業(yè)開展自媒體營銷的現(xiàn)狀,了解到A企業(yè)自媒體營銷尚未形成氣候,無論在硬件上,還是在效益上都存在著嚴重的不足,并對造成A企業(yè)自媒體營銷嚴重不足的原因進行了較為深入地剖析,既有對自媒體營銷重要性認識不夠、定位不明確的原因,也有自媒體運營隊伍不健全、缺少對自媒體營銷的合理投入的原因,等等,最后,結(jié)合A企業(yè)的實際情況,提出了將自媒體營銷列入發(fā)展戰(zhàn)略、構(gòu)建自媒體運營矩陣、打造自媒體營銷團隊、整合企業(yè)營銷資源、依托數(shù)據(jù)中心創(chuàng)造有價值的媒體、加強自媒體互動服務、邀請自媒體達人代言等七個促進A企業(yè)自媒體營銷發(fā)展的對策建議,旨在幫助A企業(yè)在提高品牌知名度的同時,有效降低運營成本、擴大社會和經(jīng)濟效益。
[Abstract]:In recent years, with the rapid development of mobile Internet in China, especially after the state put forward the Internet plus strategy, the Internet of things, big data and cloud computing are widely used in all aspects of society. As the most common connection terminal, smart phones have pushed the society into the media era. Opportunities. In the context of media marketing, the relationship between the enterprise and the audience (that is, customers) has undergone tremendous changes, the most direct is to make the relationship between the enterprise and the audience flattened, or even face-to-face relationship, this zero-distance communication, not only more rapid and accurate, but also the cost of communication has dropped sharply, become very cheap, many enterprises are confused. However, as a new thing, compared with the traditional marketing model, self-Media marketing has been widely accepted for a relatively short time. Most of the enterprises still fail to correctly understand and effectively pair. Therefore, it is very realistic to study the self-Media marketing of enterprises. This article first elaborates the background and significance of the research topic and the current research situation of self-Media marketing at home and abroad, then elaborates the related concepts and basic theories of self-Media marketing, expressing that self-Media is the extension of the development of new media, which is building a new pattern of enterprise marketing channels, so as to promote enterprise marketing methods along with. Customers'habits change with changes, and the advantages and disadvantages of self-Media marketing are also introduced, with special emphasis on the expansion value of self-Media influence and the value of point-to-point relationship. The status quo of self-Media marketing in enterprises has not yet formed a climate for self-Media marketing in enterprises A. There are serious deficiencies in both hardware and efficiency. The causes of serious deficiencies in self-Media marketing in enterprises A are analyzed in depth. There are not enough understanding of the importance of self-Media marketing and unclear positioning. Finally, combining with the actual situation of Enterprise A, this paper puts forward that self-Media marketing should be included in the development strategy, construct the self-Media operation matrix, build the self-Media marketing team, integrate enterprise marketing resources, and create value by relying on the data center. Seven suggestions are put forward to promote the development of self-Media marketing in enterprises A, such as strengthening self-Media interactive service, inviting self-Media personages to endorse them. These suggestions are aimed at helping enterprises A to effectively reduce operating costs and expand social and economic benefits while increasing brand awareness.
【學位授予單位】：華中師范大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F274
本文編號：2194459
[Abstract]:In recent years, with the rapid development of mobile Internet in China, especially after the state put forward the Internet plus strategy, the Internet of things, big data and cloud computing are widely used in all aspects of society. As the most common connection terminal, smart phones have pushed the society into the media era. Opportunities. In the context of media marketing, the relationship between the enterprise and the audience (that is, customers) has undergone tremendous changes, the most direct is to make the relationship between the enterprise and the audience flattened, or even face-to-face relationship, this zero-distance communication, not only more rapid and accurate, but also the cost of communication has dropped sharply, become very cheap, many enterprises are confused. However, as a new thing, compared with the traditional marketing model, self-Media marketing has been widely accepted for a relatively short time. Most of the enterprises still fail to correctly understand and effectively pair. Therefore, it is very realistic to study the self-Media marketing of enterprises. This article first elaborates the background and significance of the research topic and the current research situation of self-Media marketing at home and abroad, then elaborates the related concepts and basic theories of self-Media marketing, expressing that self-Media is the extension of the development of new media, which is building a new pattern of enterprise marketing channels, so as to promote enterprise marketing methods along with. Customers'habits change with changes, and the advantages and disadvantages of self-Media marketing are also introduced, with special emphasis on the expansion value of self-Media influence and the value of point-to-point relationship. The status quo of self-Media marketing in enterprises has not yet formed a climate for self-Media marketing in enterprises A. There are serious deficiencies in both hardware and efficiency. The causes of serious deficiencies in self-Media marketing in enterprises A are analyzed in depth. There are not enough understanding of the importance of self-Media marketing and unclear positioning. Finally, combining with the actual situation of Enterprise A, this paper puts forward that self-Media marketing should be included in the development strategy, construct the self-Media operation matrix, build the self-Media marketing team, integrate enterprise marketing resources, and create value by relying on the data center. Seven suggestions are put forward to promote the development of self-Media marketing in enterprises A, such as strengthening self-Media interactive service, inviting self-Media personages to endorse them. These suggestions are aimed at helping enterprises A to effectively reduce operating costs and expand social and economic benefits while increasing brand awareness.
【學位授予單位】：華中師范大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F274
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