新媒体环境下美的空调整合营销传播研究
发布时间:2018-03-03 13:12
本文选题:传统家电 切入点:新媒体环境 出处:《南京大学》2016年硕士论文 论文类型:学位论文
【摘要】:家电是人们生活中必不可少的电器产品,改革开放以来,随着我国城乡居民收入水平的大幅提高,家电已经从稀缺的生活物资变成了日常消费品。由于我国人口基数较大,家电市场的庞大需求量催生了大批的家电企业,而我国开放型经济体制的逐步建立和完善,带来了一大批国外知名的家电品牌,也使得我国家电市场呈现出国内品牌和国外品牌群雄逐鹿的局面。新媒体时代来临以后,传统家电企业的营销传播环境发生了巨大的变化。媒体“碎片化”形势下,各类以互联网为基础的社会化媒体成为诸多企业开展营销传播的重要工具,如小米手机、黄太吉煎饼等,都是利用微博、微信等网络媒体方面的佼佼者,并因此而获得了广泛的市场认可度和品牌知名度。传统家电企业在营销传播方面表现出的渠道单一、互联网传播不足、与消费者互动不强等问题,大大影响了整合营销传播的效果。因此,借助互联网传播媒介,改进传统家电企业整合营销传播方式,是我国家电行业在新媒体环境下市场发力的新方向。本文将美的空调作为研究案例,探讨了新媒体时代传统家电企业利用社会化媒体开展整合营销的路径。本文阐述了整合营销传播、电通AISAS传播模型以及客户关系管理(CRM)等营销传播理论,分析了新媒体时代的重要特征,网络广告、视频广告、移动互联广告等新的传播手段,特别是介绍了微博、微信、社交网站等新媒体时代的传播平台翘楚;在此基础上重点阐述了美的空调的发展历程、营销传播思路和成果,分析了新媒体时代整合营销传播过程中存在的问题及原因分析;同时,本研究采用经验借鉴的方法,重点对小米手机和黄太吉煎饼新媒体整合营销模式进行了深入分析,以其经验为参考,结合美的空调实际,提出了如何在新媒体环境下开展整合营销传播的对策建议。
[Abstract]:Household appliances are indispensable electrical products in people's lives. Since the reform and opening up, with the substantial increase in the income level of urban and rural residents in China, household appliances have changed from scarce living materials to daily consumer goods. The huge demand in the home appliance market has given birth to a large number of household appliance enterprises. However, the gradual establishment and improvement of the open economic system in China has brought a large number of well-known home appliance brands from abroad. After the arrival of the new media era, the marketing and communication environment of the traditional household appliance enterprises has undergone tremendous changes. Under the situation of "fragmentation" of the media, Social media based on the Internet has become an important tool for many enterprises to carry out marketing and communication, such as Xiaomi mobile phone, Huang Taiji pancake, etc., all of them are outstanding in the use of Internet media such as Weibo, WeChat, etc. As a result, it has gained extensive market recognition and brand awareness. Traditional household appliances enterprises have shown a single channel in marketing communication, lack of Internet communication, weak interaction with consumers, and so on. It has greatly affected the effect of integrated marketing communication. Therefore, with the help of the Internet media, the traditional household appliance enterprises can improve the integrated marketing communication mode. It is a new direction for the household appliance industry in our country to develop its market power under the new media environment. This paper takes the beautiful air conditioning as a case study. This paper discusses the way for traditional household appliance enterprises to use social media to carry out integrated marketing in the new media era. This paper expounds the marketing communication theory, such as integrated marketing communication, Dentsu AISAS communication model and customer relationship management (CRM), etc. This paper analyzes the important features of the new media age, such as network advertisement, video advertisement, mobile internet advertisement and so on, especially introduces Weibo, WeChat, social networking site and other new media era communication platform leader; On this basis, the development course, marketing communication ideas and achievements of the United States air conditioning are expounded, and the problems and reasons in the process of integrated marketing communication in the new media era are analyzed. At the same time, the method of experience and reference is adopted in this study. The integrated marketing mode of Xiaomi mobile phone and Huantaiji pancake is analyzed in detail. Based on the experience and the reality of air conditioning, the countermeasures and suggestions on how to carry out integrated marketing and communication in the new media environment are put forward.
【学位授予单位】:南京大学
【学位级别】:硕士
【学位授予年份】:2016
【分类号】:F426.6;F274
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本文编号:1561175
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