基于AISAS模型的明星微博营销研究——以伊利味可滋的“鹿晗效应”为例

发布时间：2018-03-23 18:49

本文选题：AISAS　切入点：明星　出处：《中国商论》2016年12期

【摘要】：微博是当前中国影响力最大的开放型新媒体平台,其信息传播速度之快、范围之广、影响力之大,在很大程度上改变了人们的信息获取方式。明星是微博中非常重要的一类人群,他们拥有庞大的粉丝群体,具备强大的话题引导能力,因此明星微博营销备受企业青睐。此外,微博的社交属性使得明星微博的转载量大幅度提高,容易形成病毒式营销的效果。鉴于此,本文基于AISAS传播模型,分析明星微博的传播特点,深入研究了明星微博营销的过程,并提出了相应的营销策略,其具有一定的理论和实践意义。
[Abstract]:Weibo is the most influential and open new media platform in China at present. Its information dissemination speed, scope and influence are fast, wide and powerful. To a large extent, it has changed the way people obtain information. Star is a very important group of people in Weibo. They have a huge fan group and strong ability to guide the topic. Therefore, celebrity Weibo marketing is favored by enterprises. Weibo's social attributes have greatly increased the amount of reprint of celebrity Weibo, which is easy to form the effect of viral marketing. In view of this, based on the AISAS communication model, this paper analyzes the communication characteristics of star Weibo, and deeply studies the process of celebrity Weibo marketing. And put forward the corresponding marketing strategy, which has certain theoretical and practical significance.
【分类号】：G206;F274

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