数媒时代的内容营销研究

发布时间：2018-05-06 05:19

本文选题：数媒时代 + 决策机制　；参考：《出版科学》2017年02期

【摘要】：数媒时代,用户从被动地接受信息逐渐转变为主动获取信息,用户的决策机制也因此发生了变化,内容营销开始成为最重要的数字营销方式之一。从内容营销的具体涵义出发,提出内容营销的5W新思维;随后,从营销定位、管理内容过程和营销效果评估三个方面入手,介绍内容营销在实施过程中的要点;最后,结合具体案例分析内容营销的主要策略。
[Abstract]:In the times of media, users have gradually changed from passive acceptance of information to active access to information, and the decision-making mechanism of users has changed. Content marketing has become one of the most important digital marketing methods. From the specific meaning of content marketing, the 5W new thinking of content marketing is put forward. From the three aspects of marketing effectiveness evaluation, the key points of content marketing in the implementation process are introduced. Finally, combined with specific cases, the main strategies of content marketing are analyzed.

【作者单位】：武汉大学信息管理学院;
【分类号】：G206-F

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