本文選題：社會(huì)化媒體　切入點(diǎn)：品牌傳播　出處：《大連海事大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：近幾年來(lái),隨著通信技術(shù)和互聯(lián)網(wǎng)技術(shù)的不斷發(fā)展、革新,數(shù)字媒體也得到了日新月異地發(fā)展,使得我們的傳播環(huán)境和傳播手段都發(fā)生了巨大的變化。新的媒體形式不斷出現(xiàn),從早期的門戶網(wǎng)站、搜索引擎、論壇、視頻,到如今的后起新秀博客、社交網(wǎng)站、微博,彷佛人們剛開始適應(yīng)其中之一,更新的媒體形式就又被推了出來(lái)。在這種歷史性的變化中,企業(yè)的營(yíng)銷傳播領(lǐng)域同樣在見證一場(chǎng)革命性的變革。過去我們熟悉的理念和模式正在分崩離析,更多新的形式和新的模式開始登上學(xué)術(shù)界的舞臺(tái)。一個(gè)與過去迥然不同的新的傳播時(shí)代已經(jīng)悄然來(lái)臨。 另一方面,在市場(chǎng)經(jīng)濟(jì)日益發(fā)展的今天,市場(chǎng)競(jìng)爭(zhēng)的激烈程度也越來(lái)越加劇。為了能在市場(chǎng)上生存和發(fā)展,眾多的企業(yè)紛紛走上了品牌營(yíng)銷之路,并通過鋪天蓋地的廣告、公關(guān)關(guān)系、各種各樣的促銷、人員推銷、直接營(yíng)銷等林林總總的各種品牌傳播工具對(duì)消費(fèi)者施加影響,但卻時(shí)刻面臨著品牌傳播費(fèi)用居高不下,傳播難度越來(lái)越大的窘境。而社會(huì)化媒體的出現(xiàn)和盛行,無(wú)疑給企業(yè)帶來(lái)了的新的希望。其與傳統(tǒng)媒體相比所具有的不可替代的參與特性、對(duì)話與交流特性、社區(qū)性使得其不僅僅將助力于企業(yè)的營(yíng)銷,更將成為企業(yè)品牌傳播的長(zhǎng)期陣地。 因此,本研究課題將品牌傳播放到了社會(huì)化媒體營(yíng)銷的大背景下,通過分析企業(yè)運(yùn)用社會(huì)化媒體進(jìn)行品牌傳播的現(xiàn)狀及存在的問題以及對(duì)眾多品牌傳播案例的調(diào)查研究,提出了適應(yīng)社會(huì)化媒體語(yǔ)境下的企業(yè)品牌傳播的新策略：意見召集策略、粉絲代言策略、線上線下聯(lián)動(dòng)策略、SCRM策略、實(shí)時(shí)互動(dòng)策略,并且運(yùn)用這些策略對(duì)某汽車品牌的品牌傳播實(shí)踐進(jìn)行了實(shí)證分析。希望本課題的研究能夠?qū)ξ磥?lái)企業(yè)運(yùn)用社會(huì)化媒體進(jìn)行品牌傳播實(shí)踐提供理論支持和實(shí)踐指導(dǎo),同時(shí)也對(duì)未來(lái)的理論體系研究有一定的借鑒作用。
[Abstract]:In recent years, with the continuous development and innovation of communication technology and Internet technology, the digital media has also been developing with each passing day, which has made great changes in our communication environment and means of communication. New media forms are constantly emerging. From early portals, search engines, forums, videos, and now rookie blogs, social networking sites, Weibo, it seems that people are just beginning to get used to one of them. The new media form is being pushed out again. In this historic change, the marketing and communication field of enterprises is also witnessing a revolutionary transformation. The ideas and models we used to know are falling apart. More new forms and new models are beginning to appear on the academic stage. A new era of communication, which is quite different from the past, has come quietly. On the other hand, with the increasing development of the market economy, the fierce competition in the market is becoming more and more intense. In order to survive and develop in the market, many enterprises have embarked on the road of brand marketing, and through numerous advertisements, A variety of brand communication tools, such as PR relationships, various promotions, personnel sales, direct marketing and so on, exert influence on consumers, but they are always faced with high brand communication costs. The emergence and prevalence of social media undoubtedly brings new hope to enterprises. Compared with traditional media, it has irreplaceable characteristics of participation, dialogue and communication. Community makes it not only help the marketing of enterprises, but also become the long-term position of brand communication. Therefore, this research subject puts brand communication under the background of social media marketing, through the analysis of the current situation and existing problems of brand communication in enterprises using social media, as well as the investigation and research on many cases of brand communication. A new strategy for corporate brand communication in the context of social media is put forward: opinion gathering strategy, fan endorsement strategy, online and offline linkage strategy, SCRM strategy, real-time interaction strategy, etc. And using these strategies to carry out an empirical analysis of the brand communication practice of a certain automobile brand. I hope that the research of this topic can provide theoretical support and practical guidance for the future enterprises to use social media for brand communication practice. At the same time, it can also be used for reference in the future research of theoretical system.
【學(xué)位授予單位】：大連海事大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;G206

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