华为手机微博营销的舆论引导研究

发布时间：2018-03-08 11:05

本文选题：华为手机　切入点：微博营销　出处：《辽宁大学》2017年硕士论文　论文类型：学位论文

【摘要】：企业运用微博等社会化媒体进行营销时,其中的观点和意见不仅影响着人们对事物的看法,还会左右着他们的价值理念和品牌喜恶。企业通过对舆论进行引导,有利于塑造良好的企业及品牌形象,从而加强人们对品牌的认知度和忠诚度。本文根据传播学、舆论学等相关基础,对舆论引导的研究进行梳理。分析微博营销中舆论的构成要素、特点和形成过程以及微博营销中舆论所产生的影响,说明企业在微博营销时进行广告舆论引导的必要性,阐述企业进行舆论引导的意义所在。华为手机作为最具代表性国产品牌之一,在近几年内得到了迅速的发展,手机销量逐年上升,华为手机还运用微博信息传播的实时性、裂变性等特点,在微博上进行品牌的营销,并且取得了一定的成效。因此,本文以华为手机为例,从较具体的微观视角即企业微博营销中舆论引导这个论题出发,将公司品牌传播放到微博营销的背景下,试图通过对微博营销中的舆论引导研究,总结出企业品牌宣传在微博运营中对舆论进行引导的方法和对策,希望能够对企业运用微博进行品牌营销的实践提供思路和方法。
[Abstract]:When enterprises use social media such as Weibo to market, their views and opinions not only affect people's views on things, but also influence their values and brand likes and dislikes. In order to create a good corporate and brand image, so as to strengthen people's brand awareness and loyalty. Combing the research of public opinion guidance, analyzing the constituent elements, characteristics and forming process of public opinion in Weibo's marketing, and the influence of public opinion in Weibo's marketing, and explaining the necessity of advertising public opinion guidance in the marketing of Weibo. This paper expounds the significance of leading public opinion by enterprises. As one of the most representative domestic brands, Huawei mobile phone has been developing rapidly in recent years, the sales volume of mobile phone has been increasing year by year, and Huawei mobile phone also uses the real-time transmission of information from Weibo. Fission and other characteristics, on Weibo brand marketing, and achieved certain results. Therefore, this paper takes Huawei mobile phone as an example, from a more specific micro perspective, that is, the public opinion guide this topic in the marketing of the enterprise Weibo. Under the background of Weibo marketing, this paper tries to sum up the methods and countermeasures of corporate brand propaganda guiding public opinion in the operation of Weibo through the study of public opinion guidance in Weibo marketing. Hope to use Weibo to the enterprise brand marketing practice to provide ideas and methods.
【学位授予单位】：辽宁大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G206-F

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