發(fā)布時間：2018-03-10 00:09

  本文選題：微博　切入點(diǎn)：公關(guān)傳播　出處：《廣西大學(xué)》2012年碩士論文　論文類型：學(xué)位論文

【摘要】：微博可以稱得上是一種剛興起的網(wǎng)絡(luò)交流方式,因其方便和共享的傳播特點(diǎn)而快速發(fā)展并流行于整個互聯(lián)網(wǎng)。微博這種獨(dú)特交流方式的出現(xiàn),不僅在影響著每個人的生活方式和工作方式,同時也使企業(yè)公關(guān)面臨著空前的挑戰(zhàn)和機(jī)遇。隨著一些國際著名品牌企業(yè),如戴爾、寶潔等跨國公司將微博廣泛應(yīng)用于企業(yè)的公關(guān)與營銷各個領(lǐng)域中,并為企業(yè)獲得極佳的效果,逐漸受到了越來越多企業(yè)的青睞,使得微博的應(yīng)用價值不斷突顯。 微博作為一種新生事物,雖然企業(yè)將其進(jìn)行廣泛應(yīng)用,但是現(xiàn)階段企業(yè)微博的應(yīng)用水平還在起步,相關(guān)的理論研究也仍處于起步階段,較為薄弱。目前,國內(nèi)外對企業(yè)微博公關(guān)的探索研究涉及較少,其理論系統(tǒng)仍有待加強(qiáng)。本文將從公關(guān)傳播及其相關(guān)理論為切入點(diǎn),結(jié)合微博在企業(yè)公關(guān)過程中的應(yīng)用及其現(xiàn)狀,同個綜合研究,分析微博的應(yīng)用價值,總結(jié)出不同類型的企業(yè)公關(guān)的具體應(yīng)對策略,最終實(shí)現(xiàn)企業(yè)根據(jù)自身實(shí)際情況及其公關(guān)需求而采取有效策略并達(dá)到最佳公關(guān)效果的目的。此外,通過本課題的研究,為我在企業(yè)微博公關(guān)應(yīng)用領(lǐng)域提供一些參考,增加企業(yè)公關(guān)的研究領(lǐng)域。 全文共分為五章,首先提出研究企業(yè)微博公關(guān)的原因,介紹微博的定義、特征以及企業(yè)微博的發(fā)展現(xiàn)狀。然后本文對微博的溝通價值、成本價值、營銷價值等應(yīng)用價值進(jìn)行了深入分析,發(fā)掘優(yōu)勢。目前,我國的企業(yè)微博雖處于快速發(fā)展的階段,但其利用效率仍處于較低水平。本文將從以下五個方面對我國企業(yè)微博進(jìn)行深入的探討,并提出具體的企業(yè)微博公關(guān)具體的策略,即版面策略、名人策略、微群策略、議程設(shè)置策略和意見領(lǐng)袖策略,此外,將采用案例分析和論證的方法對每個具體策略進(jìn)行論證。與此同時,本文還單獨(dú)為危機(jī)公關(guān)的處理提供可以借鑒的策略。隨著微博的高速發(fā)展,將會有越來越多的企業(yè)建立自己的微博帳戶,微博的高效互動性將為企業(yè)和用戶帶來雙贏的局面。
[Abstract]:Weibo can be said to be a newly rising mode of network communication. Because of its convenient and shared communication characteristics, Weibo has developed rapidly and become popular throughout the Internet. Not only does it affect everyone's way of life and work, but it also brings unprecedented challenges and opportunities to corporate public relations. Procter & Gamble and other multinational companies apply Weibo in various fields of public relations and marketing, and obtain excellent results for enterprises, gradually more and more enterprises favor, which makes the value of Weibo application more and more prominent. Weibo, as a new thing, although it is widely used by enterprises, at this stage, the level of its application is still in its infancy, and the relevant theoretical research is still in its infancy. At present, There are few researches on Weibo's public relations both at home and abroad, and its theoretical system still needs to be strengthened. This paper will focus on the communication of public relations and its related theories, combine the application and present situation of Weibo in the process of enterprise public relations, and study the same comprehensive research. This paper analyzes Weibo's application value, summarizes the concrete coping strategies of different types of enterprise public relations, and finally realizes the enterprises to adopt effective strategies and achieve the best public relations effect according to their own actual situation and their public relations needs. Through the research of this topic, it provides some references for me in the field of enterprise Weibo public relations application, and increases the research field of enterprise public relations. The paper is divided into five chapters, first of all, it puts forward the reasons for studying Weibo's public relations, introduces the definition, characteristics and the current situation of the enterprise Weibo. The application value of marketing value has been deeply analyzed to explore the advantages. At present, Weibo, an enterprise in our country, is in the stage of rapid development. However, its utilization efficiency is still at a low level. In this paper, Weibo, an enterprise in our country, will be discussed in the following five aspects, and specific strategies of public relations in the enterprise, such as layout strategy, celebrity strategy, micro-group strategy, will be put forward. Agenda setting strategy and opinion leader strategy, in addition, case analysis and demonstration methods will be used to demonstrate each specific strategy. At the same time, With the rapid development of Weibo, more and more enterprises will set up their own Weibo account, the efficient interaction of Weibo will bring win-win situation for enterprises and users.
【學(xué)位授予單位】：廣西大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：F49;F272

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本文編號：1590882