网络口碑营销对传统IT厂商的冲击

发布时间：2018-03-20 14:48

本文选题：口碑营销　切入点：移动电商融合　出处：《复旦大学》2013年硕士论文　论文类型：学位论文

【摘要】：“互联网(internetwork,简称Lnternet),始于1969年的美国,又称因特网,是全球性的网络,是一种公用信息的载体,是大众传媒的一种。具有快捷性、普及性,是现今最流行、最受欢迎的传媒之一。这种大众传媒比以往的任何一种通讯媒体都要快。”——摘自百度知道。从以上的介绍中,不难看出互联网这个如今与我们生活息息相关的传播载体其关键之处在于“快”。这个快不仅表现其传播速度之快,同时互联网营销模型的发展速度也呈现越来越快的趋势。互联网营销已经成为传统电视媒体、平面媒体之外的第三股势力,随着互联网的不断发展,电商、网游、智能手机、搜索引擎、网络视频、SNS社交媒体、团购等互联网新形式在过去三年的快速发展,使得传统IT厂商的营销遇到了巨大的挑战。仅仅依赖传统电视媒体、平面媒体形成舆论导向、用户人群导入的传统营销模式已经不再符合时代的需要。分享转发、口碑相传、跨界人群导入、社团营销、图片营销、事件营销、团购营销、无聊经济等新传播方式让80后90后有了比过去多的多的生活形态。挖掘互联网主力人群80后90后的消费实力,抓住中国新经济时代向上的大势,成为传统IT厂商必须面对的战略课题。从以往的渠道导入,人群导入的模式,正在逐步转入自媒体、自平台的时代。天极传媒作为中国领先的数字传播机构身处这个大环境中,正积极地面对这一市场变化,以客户的需求为导向、以业务模型的重组为依托,打造媒体行业的市场差异化竞争。如何成为客户的“大脑外延”是我们面临的问题。为此,笔者根据目前互联网技术发展的大背景,结合时下当红的互动营销形式及案例,创新性地总结出口碑营销在实际营销过程中的价值定位、运作机制以及如何转化为客户的实际销售。希望通过这样的研究能够加速对公司在目前市场环境下的转型,尽快地适应行业变化进而引导行业的发展前进。
[Abstract]:"Internet networking, or Lnternetwork, which began in the United States in 1969 and is also called the Internet, is a global network, a carrier of public information and a kind of mass media. One of the most popular media. This kind of mass media is faster than any other communication media in the past. " It is not hard to see that the key to the Internet, a carrier that is now closely related to our lives, is that it is "fast." this speed not only shows how fast it is spreading, At the same time, the development of Internet marketing model is also showing an increasingly rapid trend. Internet marketing has become the third force outside the traditional television media and print media. With the continuous development of the Internet, e-commerce, online games, smartphones, Over the past three years, the rapid development of new forms of the Internet, such as search engines, network videos, SNS social media and group buying, has made the marketing of traditional IT manufacturers face enormous challenges. Relying solely on traditional television media, print media form a public opinion orientation. The traditional marketing model introduced by the user population is no longer in line with the needs of the times. Sharing and forwarding, word of mouth, cross-border crowd introduction, community marketing, picture marketing, event marketing, group purchase marketing, New modes of communication, such as boring economy, have given the post-80s generation more life patterns than in the past. Dig into the consumption strength of the post-80s post-90s Internet population and seize the upward trend of the new economic era in China. It has become a strategic issue that traditional IT manufacturers must face. The mode of introducing people from past channels is gradually changing from the media to the era of the platform. Tianji Media, as the leading digital communication organization in China, is in this big environment. Facing this market change actively, we are facing the problem of how to become the "brain extension" of the customer, which is based on the needs of the customer and the reorganization of the business model, to create the market differentiation competition in the media industry. According to the background of the current Internet technology development, combined with the popular interactive marketing forms and cases, the author innovatively summarizes the value orientation of word-of-mouth marketing in the actual marketing process. It is hoped that this research can accelerate the transformation of the company in the current market environment, adapt to the changes in the industry as soon as possible and guide the development of the industry.
【学位授予单位】：复旦大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F49;F274

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