本文關(guān)鍵詞：基于網(wǎng)絡(luò)直播的品牌營銷傳播研究　出處：《渤海大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 網(wǎng)絡(luò)直播 品牌營銷 深層互動

【摘要】：在品牌營銷傳播越來越互聯(lián)網(wǎng)化、互動化、移動化、視覺化的今天,網(wǎng)絡(luò)直播媒體逐漸被重視,成為品牌營銷傳播的陣地,是實現(xiàn)與消費者實時、深度溝通、互動最有效的媒體之一。2016年被稱為“網(wǎng)絡(luò)直播元年”,網(wǎng)絡(luò)直播以其跨越時空地域的特性、深度互動、高度引爆和容易引用戶情感共鳴的特性等,深受人們喜愛。從網(wǎng)絡(luò)直播內(nèi)容和形式的豐富化、多樣化以及網(wǎng)絡(luò)直播用戶不斷趕超其他傳統(tǒng)媒體、網(wǎng)絡(luò)媒體的現(xiàn)象可以看出,這一新興的社交媒體正以難以想象的發(fā)展速度,占領(lǐng)我們的視覺和生活。網(wǎng)絡(luò)直播這種實時互動、真實感強烈的形式能更有效傳達品牌的文化和內(nèi)涵,與用戶近距離接觸,用超強的感染力和表達力直達用戶內(nèi)心,視頻直播與文字、圖片相比,能夠有效抓住用戶注意力,達到傳播效果。如今國內(nèi)有200多個直播APP,正在如火如荼的開展著激烈的角逐,猶如當(dāng)年瘋狂的“百團大戰(zhàn)”。不少企業(yè)對這個新生平臺躍躍欲試,已經(jīng)開始了很多有益的嘗試,但網(wǎng)絡(luò)直播媒體仍屬于新興的傳播手段,對其研究和探討仍處于初級階段,不免某些品牌對網(wǎng)絡(luò)直播營銷認(rèn)識不夠深入,就把大量的精力投入其中,或者看不到其巨大的營銷傳播價值而無動于衷�，F(xiàn)階段的網(wǎng)絡(luò)直播營銷存在很大程度的缺陷:內(nèi)容缺乏新意,很多采用的仍是傳統(tǒng)的秀場模式,沒有領(lǐng)會到網(wǎng)絡(luò)直播營銷的內(nèi)涵;網(wǎng)絡(luò)直播的場景粗糙,不夠精細(xì),互動模式單一,難以實現(xiàn)用戶的長效溝通。鑒于此,本文旨在網(wǎng)絡(luò)直播媒體迅猛發(fā)展的背景下討論品牌營銷傳播的傳播特性、傳播優(yōu)勢、存在的問題以及應(yīng)對的正確策略。以小米、歐萊雅等企業(yè)利用網(wǎng)絡(luò)直播獲得品牌營銷的成功案例為切入點,在梳理網(wǎng)絡(luò)直播的特點和優(yōu)缺點以及品牌營銷的理論和變遷的基礎(chǔ)上,分析網(wǎng)絡(luò)直播對品牌營銷的意義和影響。并且,通過結(jié)合文獻資料和案例分析,針對目前網(wǎng)絡(luò)營銷中存在的問題和挑戰(zhàn),提出及時有效的解決措施,希望能為品牌營銷活動提供一定的參考和指導(dǎo)。
[Abstract]:In brand marketing more and more of the Internet, interactive, mobile, visual today, network broadcast media is gradually, become a brand marketing position, is to realize the depth of communication with consumers in real-time, interactive, the most effective media of.2016 known as the "webcast webcast in its first year, across time and space geographical characteristics, interaction depth, height and easy to cause the user detonated emotional characteristics, loved by the people. The live rich content and form from the network, and the diversification of network broadcast users continue to catch up with other traditional media, network media phenomenon can be seen, this emerging social media is to develop speed it is difficult to imagine, occupy our vision and life. Network broadcast this real-time interaction, a strong sense of reality in the form of more effective communication culture and the connotation of the brand, with the user close connection Touch, with super infection and expression to the user inside, live video and text, pictures, can effectively capture the user attention to communication effects. Nowadays, there are more than 200 live APP, is like a raging fire carrying out fierce competition, like the year of crazy "hundred regiments". Many companies eager to this new platform has started many useful attempts, but the network broadcast media is a new means of communication, the study is still in the primary stage, but some brands of network broadcast marketing awareness is not enough, we put a lot of effort into it, or don't see the value of marketing communication and great at this stage of the webcast completely indifferent. Marketing has great limitation: lack of new content, many of the show is still the traditional mode, did not understand to live network marketing The connotation of the webcast scene; rough, not fine, interactive mode is single, long-term communication is difficult to achieve the user. In view of this, this paper aims at the network broadcast media under the background of rapid development to discuss the propagation characteristics, brand marketing communication advantages, existing problems and correct strategies to cope. With millet, L'OREAL and other enterprises to use the webcast obtained successful case of brand marketing as a starting point, based on combing the network broadcast and the advantages and disadvantages as well as the brand marketing theory and change, analysis of the webcast on brand marketing significance and influence. And, through a combination of literature and case analysis, aiming at the existing problems and challenges in network marketing put forward, timely and effective measures, hoping to provide some reference and guidance for brand marketing activities.

【學(xué)位授予單位】：渤海大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：G206-F

【參考文獻】

相關(guān)期刊論文 前10條

1 仇娟;;淺析網(wǎng)絡(luò)直播平臺營銷中的倫理問題[J];視聽;2017年01期

2 李慧慧;;網(wǎng)絡(luò)直播開啟品牌營銷的新方式[J];市場研究;2016年12期

3 孫藝;;網(wǎng)絡(luò)直播的興起與發(fā)展探析[J];新媒體研究;2016年23期

4 李燕燕;董紅兵;;淺析映客直播的營銷策略[J];新聞研究導(dǎo)刊;2016年22期

5 梁欣萌;;直播營銷的價值思考[J];國際公關(guān);2016年05期

6 徐揚;;直播時代的內(nèi)容營銷[J];國際公關(guān);2016年05期

7 張弦;;移動端圈層營銷:網(wǎng)紅+內(nèi)容+直播+社交[J];新營銷;2016年09期

8 肖明超;;直播營銷:新的品牌存在方式[J];銷售與市場(管理版);2016年09期

9 趙夢媛;;網(wǎng)絡(luò)直播在我國的傳播現(xiàn)狀及其特征分析[J];西部學(xué)刊(新聞與傳播);2016年08期

10 李雨虹;;“網(wǎng)紅+直播”開啟精準(zhǔn)營銷新時代[J];現(xiàn)代營銷(下旬刊);2016年08期

，

本文編號：1382021