论社群营销中的聚众传播机制及趋势

发布时间：2018-06-02 19:02

本文选题：社群营销 + 聚众传播　；参考：《出版广角》2017年08期

【摘要】：随着移动互联时代的到来,社群的功能不断延伸,其潜在的价值逐渐被挖掘出来。在此过程中,社群营销的概念进入人们的视野,成为当今自媒体平台的主流运营理念。聚众传播是社群营销中最具特色的传播方式,文章从社群聚合与营销解构两个方面分析了聚众传播作用的机制,并对社群营销的发展趋势进行探讨。
[Abstract]:With the arrival of mobile internet era, the function of community has been extended and its potential value has been excavated. In this process, the concept of community marketing enters people's vision and becomes the mainstream operation idea of self-media platform. Mass communication is the most characteristic mode of communication in community marketing. This paper analyzes the mechanism of mass communication from two aspects of community aggregation and marketing deconstruction, and probes into the development trend of community marketing.
【作者单位】：中国人民大学新闻学院;
【分类号】：G206

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