本文選題：互聯(lián)網(wǎng)媒體　切入點：傳播　出處：《西北大學》2012年碩士論文　論文類型：學位論文

【摘要】：目前我國互聯(lián)網(wǎng)保持著穩(wěn)定健康的發(fā)展趨勢,從數(shù)據(jù)上來看我國網(wǎng)民規(guī)模已居世界第一,但因普及率較低所以增長潛力還非常巨大�；ヂ�(lián)網(wǎng)的繁榮,也讓互聯(lián)網(wǎng)媒體傳播和影響迅速闖入人們的生活,近幾年來移動互聯(lián)網(wǎng)的迅猛發(fā)展,更是給我國的媒體整合營銷傳播帶來了變革性的影響。在這種情況下,越來越多的企業(yè)希望利用互聯(lián)網(wǎng)媒體來為自己實現(xiàn)市場價值,塑造企業(yè)競爭力。陜西電信公司是中國電信股份有限公司在陜西省設立的省級分公司,是陜西省內主導的全業(yè)務通信運營企業(yè)。自2008年成功收購CDMA手機網(wǎng)絡之后,陜西電信公司的用戶數(shù)增長年均超過10%,2012年經營收入也將超過75億元,占省內的通信市場營業(yè)份額將超過26%。但在陜西電信公司快速增長的同時,其競爭對手的用戶規(guī)模和業(yè)務收入也在迅速擴大,陜西電信公司依然面臨較大的發(fā)展壓力。因此對陜西電信公司來說,必須緊抓移動互聯(lián)網(wǎng)快速發(fā)展窗口時機,持續(xù)的在自身營銷、服務、品牌傳播方式上進行了一系列大膽的改革創(chuàng)新,才能保持快速的增長,獲取競爭優(yōu)勢。所以本文把陜西電信公司如何提升互聯(lián)網(wǎng)媒體傳播效果作為選題。本文從五W傳播管理理論和整合營銷傳播理論入手,結合陜西電信公司目前的互聯(lián)網(wǎng)傳播管理方式和投入等實際情況,在對陜西電信公司互聯(lián)網(wǎng)媒體傳播效果不好的原因進行綜合分析的基礎上,借助互聯(lián)網(wǎng)媒體整合營銷傳播的理論,提出了建立管控體系、優(yōu)化傳播流程、提升傳播效果的創(chuàng)新方案。方案以互聯(lián)網(wǎng)媒體傳播的特性和目標客戶的媒體接觸習慣為根本出發(fā)點,從管理結構調整、互聯(lián)網(wǎng)媒體利用效率、資源投入等多個方面提出了優(yōu)化建議,并充分利用現(xiàn)代IT管理信息技術,從而在整個體系上保證了陜西電信公司互聯(lián)網(wǎng)媒體傳播效果的提升。
[Abstract]:At present, the Internet in our country is maintaining a stable and healthy development trend. According to the data, the scale of Chinese Internet users has already ranked first in the world, but because of the low penetration rate, the growth potential is still very large. The Internet is prosperous. In recent years, the rapid development of the mobile Internet has brought about a revolutionary impact on the media integration marketing and communication in our country. In this case, More and more enterprises want to use Internet media to realize their market value and shape their competitiveness. Shaanxi Telecom Corporation is a provincial branch established by China Telecom Company Limited in Shaanxi Province. Since the successful acquisition of the CDMA mobile phone network in 2008, the number of subscribers of Shaanxi Telecom Company has grown by more than 10 yuan per year, and the operating income in 2012 will also exceed 7.5 billion yuan. It will account for more than 26 percent of the communications market in the province. However, while Shaanxi Telecom is growing rapidly, its competitors' user size and business revenue are also expanding rapidly. Shaanxi Telecom is still facing great pressure for development. Therefore, for Shaanxi Telecom, it is necessary to seize the opportunity of the rapid development window of the mobile Internet and continue to market and serve itself. In the way of brand communication, a series of bold reforms and innovations have been carried out in order to maintain rapid growth. Therefore, this paper chooses how Shaanxi Telecom Company to improve the effect of Internet media communication. This paper starts with five W communication management theory and integrated marketing communication theory. Based on the actual situation of Shaanxi Telecom Corporation's current Internet communication management and investment, and on the basis of a comprehensive analysis of the reasons for the poor effect of Shaanxi Telecom's Internet media communication, With the help of the theory of integrated marketing and communication of Internet media, this paper puts forward the establishment of a management and control system to optimize the communication process. Innovative solutions to improve the effectiveness of communication. Based on the characteristics of Internet media communication and the media contact habits of target customers, the scheme is based on the adjustment of management structure and the efficiency of the use of Internet media. Resource input and other aspects put forward optimization suggestions and make full use of modern IT management information technology so as to ensure the promotion of the effect of Internet media communication of Shaanxi Telecom Company in the whole system.
【學位授予單位】：西北大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：F626

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