發(fā)布時間：2018-03-15 20:23

  本文選題：自媒體　切入點：合作社　出處：《寧夏大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：現(xiàn)今人類的生活伴隨著互聯(lián)網(wǎng)的出現(xiàn)發(fā)生了翻天覆地的變化,人類在網(wǎng)絡(luò)時代的背景下又重新回到了很久之前的人際傳播時期,借助高科技的現(xiàn)代化手段,人們獲取消息的來源途徑已經(jīng)逐步從依賴主流媒體轉(zhuǎn)變到從個體節(jié)點(例如社交網(wǎng)絡(luò)、朋友圈等)處獲取消息。美國新聞學(xué)會媒體中心于2003年7月發(fā)布了由謝因波曼與克里斯威理斯兩位學(xué)者聯(lián)合提出的關(guān)于自媒體的研究報告,報告中對自媒體的定義為:“We Media(自媒體)是普通大眾經(jīng)由數(shù)字科技強(qiáng)化、與全球知識體系相連之后,一種開始理解普通大眾如何提供與分享他們自身的事實、新聞的途徑�！焙唵蝸碚f,就是人們用自己親身經(jīng)歷及所見所聞進(jìn)行有效傳播的載體,如微博、微信等網(wǎng)絡(luò)社區(qū)自媒體這一新興事物便悄然在人們的生活中出現(xiàn)并變得不可或缺,與此同時以自媒體為傳播平臺的商業(yè)營銷模式也隨之產(chǎn)生并以爆炸式的速度極速蔓延發(fā)展著。近年來,國內(nèi)蘋果市場一直保持的傳統(tǒng)營銷方式,但隨著市場環(huán)境的迅速轉(zhuǎn)變傳統(tǒng)市場不斷受到新的營銷模式及渠道的沖擊,想要在競爭越來越激烈的網(wǎng)絡(luò)營銷環(huán)境中取得優(yōu)勢地位,那么探索利用自媒體平臺(微博、微信等)這一新興營銷模式及渠道進(jìn)行蘋果營銷顯得尤為重要,研究在自媒體平臺環(huán)境下蘋果的營銷渠道策略也將具有迫切的實際意義。本文在總結(jié)分析自媒體營銷特點的情況下,結(jié)合蘋果這一農(nóng)產(chǎn)品商品,基于營銷渠道理論、消費者行為理論等市場營銷學(xué)理論的基礎(chǔ)上提出適用于自媒體平臺環(huán)境下的A合作社蘋果營銷渠道策略及建議以供行業(yè)參考。
[Abstract]:Nowadays, with the emergence of the Internet, the human life has changed dramatically. Under the background of the network era, human beings have returned to the period of interpersonal communication a long time ago, with the help of high-tech means of modernization. People's access to sources of information has gradually shifted from relying on mainstream media to moving from individual nodes, such as social networks, On July 2003, the Media Center of the American Journalism Society released a research report on the self-media, jointly presented by two scholars, Shepherd Berman and Chris Willis. The self-media is defined in the report as: "We Media is the fact that the general public, strengthened by digital technology and connected to the global knowledge system, begins to understand how ordinary people provide and share themselves. "simply put, people use their own experience and what they see and hear to carry out effective communication. Internet communities such as Weibo and WeChat have quietly emerged and become indispensable in people's lives since the emergence of such new things as the media," he said. At the same time, the commercial marketing model with self-media as the communication platform has also emerged and is spreading at an explosive speed. In recent years, the traditional marketing mode of the domestic Apple market has been maintained. However, with the rapid change of the market environment, the traditional market is constantly impacted by the new marketing model and channels. In order to gain the advantage in the increasingly competitive network marketing environment, we should explore the use of self-media platform (Weibo). WeChat) this new marketing model and channel for Apple marketing is particularly important. It is also of urgent practical significance to study the marketing channel strategy of Apple under the environment of self-media platform. This paper summarizes and analyzes the characteristics of self-media marketing, and combines Apple, an agricultural product, based on the marketing channel theory. On the basis of the theory of consumer behavior and other marketing theories, this paper puts forward the marketing channel strategies and suggestions of A cooperative under the environment of self-media platform for the reference of the industry.
【學(xué)位授予單位】：寧夏大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F323.7;F321.42

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