本文選題：網(wǎng)絡(luò)營銷傳播 + 輿論監(jiān)督��； 參考：《華中科技大學(xué)》2013年碩士論文

【摘要】：隨著互聯(lián)網(wǎng)的普及，網(wǎng)絡(luò)營銷傳播成為企業(yè)進(jìn)行產(chǎn)品推廣、品牌建立的重要途徑。但由于這種營銷傳播模式剛剛起步，許多企業(yè)并未能正確運(yùn)用，從而造成對自身品牌及消費(fèi)者利益皆損害的結(jié)果。與此同時，網(wǎng)民的輿論監(jiān)督也隨著互聯(lián)網(wǎng)的普及而達(dá)到高潮，網(wǎng)民們不僅對社會重大事件進(jìn)行監(jiān)督，也對企業(yè)進(jìn)行網(wǎng)絡(luò)營銷傳播中的一些虛假、弊病進(jìn)行實(shí)時監(jiān)督。 本文主要運(yùn)用內(nèi)容分析法對企業(yè)網(wǎng)絡(luò)營銷傳播中網(wǎng)民的求真輿論監(jiān)督案例進(jìn)行研究，通過對事件的傳播過程，網(wǎng)民的監(jiān)督行為進(jìn)行追蹤分析，分析網(wǎng)頁、搜索引擎、新聞跟帖、論壇意見、領(lǐng)袖博客等進(jìn)行熱度分析和統(tǒng)計(jì)，，設(shè)計(jì)出一套指標(biāo)體系。每個樣本案例，設(shè)置“傳統(tǒng)媒體關(guān)注度、門戶網(wǎng)站、網(wǎng)民關(guān)注度”三個一級指標(biāo)。部分一級指標(biāo)又細(xì)化為多個二級指標(biāo)，以期得到網(wǎng)絡(luò)輿情所形成的增長規(guī)律、波動規(guī)律和民意規(guī)律。 通過這些研究得出以下結(jié)論：第一，網(wǎng)民對企業(yè)的監(jiān)督有著“輿論質(zhì)疑星火與求真呼吁燎原”的傳播規(guī)律。第二，網(wǎng)民對企業(yè)的監(jiān)督有四個階段，每個階段特點(diǎn)不一。第三，網(wǎng)民的輿論監(jiān)督有利于維護(hù)自身利益，并對行業(yè)規(guī)范、企業(yè)網(wǎng)絡(luò)營銷傳播等有積極的推進(jìn)作用。 論文最后對企業(yè)在網(wǎng)絡(luò)營銷傳播中所應(yīng)用的策略進(jìn)行建議。以期望在今后的網(wǎng)絡(luò)營銷傳播中，這些應(yīng)對措施能夠有效地提升企業(yè)的網(wǎng)絡(luò)輿情的掌握和控制能力，迅速地完成危機(jī)公關(guān)。
[Abstract]:With the popularization of Internet , network marketing becomes an important way for enterprises to carry out product promotion and brand building . However , because the marketing communication mode has just started , many enterprises have not been able to use correctly , thus resulting in the damage to their own brand and consumers ' interests . At the same time , the public opinion supervision of the Internet users has reached the climax with the popularization of the Internet . At the same time , the Internet users not only supervise the social events , but also supervise the enterprises in real time .

This paper mainly uses the content analysis method to study the real public opinion supervision cases of the Internet users in the enterprise network marketing communication . Through the analysis of the process of the incident and the supervision of the Internet users , the paper designs a set of index system . Each sample case is set up with three primary indicators of " traditional media attention , portal site and Internet users attention " . The first - level indicator is further refined into a plurality of secondary indicators , so as to get the growth law , fluctuation law and the public opinion law formed by the network public opinion .

Through these studies , the following conclusions are drawn : First , Internet users have " public opinion to question the fire and appeal for a prairie fire " in the supervision of enterprises . Second , Internet users have four stages in the supervision of enterprises , each stage is characterized by different characteristics . Third , the public opinion supervision of the Internet users is conducive to the maintenance of their own interests , and has a positive effect on industry norm , enterprise network marketing communication and so on .

Finally , the paper suggests that these countermeasures can effectively improve the grasp and control ability of the network public opinion of the enterprise and complete the crisis public relations quickly in the future network marketing communication .

【學(xué)位授予單位】：華中科技大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：G206;F274

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本文編號：1744038