“月嫂阿花”微信平台品牌传播策略研究

发布时间：2018-04-04 21:53

本文选题：微信平台　切入点：自媒体　出处：《上海交通大学》2015年硕士论文

【摘要】：“自媒体”这一观念自从问世以来,就使得互联网产生了天翻地覆的变革。它打破了以往单向信息传播的模式,使得传者和受者之间的界限不断的消融,同时也在潜默移化的改变着我们的沟通和交流方式。技术的不断发展和完善使得人们的生活习惯也在不断的发展变化。本文要讨论的正是近年来非常热门的自媒体——微信平台。自微信平台诞生以来,腾讯就将其作为其一个重要的战略产品,着力去打造一个微信生态系统。时至今日,我们也看到微信平台在品牌传播上所表现出来的巨大的能力。本文试图以“月嫂阿花”为例,来探讨企业在微信平台上进行品牌传播的策略问题。第一章是绪论,介绍了研究的意义和方法;第二章介绍了相关的理论知识,主要涉及到品牌传播理论、整合营销理论以及自媒体传播理论。在自媒体中还着重介绍了微信平台的功能、受众以及其平台的传播特点。第三章介绍了“月嫂阿花”的平台、内外部环境分析以及我国母婴产业的分析和竞争分析。第四章对“月嫂阿花”品牌传播现状进行了分析,并进行了客户调研,目的在于了解平台品牌传播工作的状态,消费者的特征、需求以及对平台发展的建议。第五章根据前面所做的分析和调研做出结论,提出了“月嫂阿花”进行品牌传播时应该采取的相关策略。结语部分对全文进行了总结,并提出了调研的不足之处。
[Abstract]:The idea of media has revolutionized the Internet since its inception.It breaks the former one-way mode of information dissemination, makes the boundary between the communicator and the recipient melt constantly, but also changes our communication and communication mode.With the continuous development and perfection of technology, people's living habits are constantly changing.This article is to discuss the very popular self-media-WeChat platform in recent years.Since WeChat platform was born, Tencent has regarded it as an important strategic product to build a WeChat ecosystem.Today, we also see the WeChat platform in brand communication demonstrated the tremendous ability.This paper attempts to discuss the strategy of brand communication on WeChat platform by taking Yuesao-Hua as an example.The first chapter is the introduction, which introduces the significance and method of the research, the second chapter introduces the relevant theoretical knowledge, mainly involves the brand communication theory, integrated marketing theory and self-media communication theory.In self-media, it also introduces the function of WeChat platform, the audience and the communication characteristics of WeChat platform.The third chapter introduces the platform, the analysis of the internal and external environment, the analysis of the mother and child industry and the analysis of competition.The fourth chapter analyzes the current situation of brand communication of "Yuesahua", and carries out customer investigation, in order to understand the status of the platform brand communication, consumer characteristics, needs and suggestions for the development of the platform.The fifth chapter draws a conclusion based on the previous analysis and research, and puts forward the relevant strategies that should be adopted in brand communication.The conclusion part summarizes the full text and puts forward the deficiency of the investigation.
【学位授予单位】：上海交通大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G206-F

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