【摘要】：近幾年,國內(nèi)移動(dòng)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(jì)算廣泛應(yīng)用于社會(huì)方方面面,智能手機(jī)作為最普遍的連接終端,推動(dòng)社會(huì)全面進(jìn)入自媒體時(shí)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(jī)遇。自媒體營銷背景下,企業(yè)與受眾(即客戶)之間的關(guān)系發(fā)生巨大變化,最直接的是讓企業(yè)與受眾的關(guān)系變得扁平化,甚至是面對(duì)面的關(guān)系,這種零距離的傳播,不僅更加迅捷、準(zhǔn)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(shè)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(shí)間較短,絕大多數(shù)的企業(yè)還是未能正確認(rèn)識(shí)和有效應(yīng)對(duì),正基于此,所以針對(duì)企業(yè)自媒體營銷問題進(jìn)行研究具有很強(qiáng)的現(xiàn)實(shí)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(duì)自媒體營銷的研究情況,隨后對(duì)自媒體營銷的相關(guān)概念和基本理論進(jìn)行了闡述,表達(dá)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(fèi)者習(xí)慣的變化而變化,同時(shí)也介紹了自媒體營銷的優(yōu)勢(shì)與劣勢(shì),特別強(qiáng)調(diào)自媒體的影響力擴(kuò)張價(jià)值和點(diǎn)對(duì)點(diǎn)關(guān)系價(jià)值。在此基礎(chǔ)上,采用個(gè)案分析的方法,以A企業(yè)為例,在對(duì)A企業(yè)開展自媒體營銷的必要性進(jìn)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(yán)重的不足,并對(duì)造成A企業(yè)自媒體營銷嚴(yán)重不足的原因進(jìn)行了較為深入地剖析,既有對(duì)自媒體營銷重要性認(rèn)識(shí)不夠、定位不明確的原因,也有自媒體運(yùn)營隊(duì)伍不健全、缺少對(duì)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(shí)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(yùn)營矩陣、打造自媒體營銷團(tuán)隊(duì)、整合企業(yè)營銷資源、依托數(shù)據(jù)中心創(chuàng)造有價(jià)值的媒體、加強(qiáng)自媒體互動(dòng)服務(wù)、邀請(qǐng)自媒體達(dá)人代言等七個(gè)促進(jìn)A企業(yè)自媒體營銷發(fā)展的對(duì)策建議,旨在幫助A企業(yè)在提高品牌知名度的同時(shí),有效降低運(yùn)營成本、擴(kuò)大社會(huì)和經(jīng)濟(jì)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(xué)位授予單位】：華中師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F274

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