基于自媒体的企业微营销发展研究

发布时间：2018-12-11 16:37

【摘要】：近些年,移动互联技术、物联网、云计算等新浪潮科技的飞跃发展强有力地推动微营销(Micromarketing)进入蓬勃发展的新阶段,尤其是,自媒体的兴起,为微营销发展构建了良好的生态圈。随着网络技术的不断发展、智能移动终端的普及和多种应用软件(App)的推陈出新,Facebook、Twitter、微博、微信、米聊等新兴自媒体与社会生活间的联系日益紧密,其营销工具性价值凸显,无疑为企业微营销提供了良好的技术支撑和发展平台。本研究首先通过综述现有国内外微营销理论研究,概括出微营销概念的演进脉络,以此作为阐明和发展微营销内涵的基础,并结合时代背景,揭示微营销的发展趋势和探讨该理论的适用范围；其次,阐述了作为企业微营销新平台——自媒体的概念、形式和特点,重点论述了自媒体对于微营销发展的工具性价值,并对自媒体平台上企业开展微营销的现状进行分析,揭示基于自媒体的企业微营销优势和劣势；然后,为了有助于保持与优化自媒体平台上企业微营销的优势、克服其劣势,提出了基于自媒体的企业微营销发展的一般策略；最后,结合小米手机商业案例分析,既探究企业微营销理论应用的实践基础,也用以论证本研究所提出的一般策略的合理性与有效性。
[Abstract]:In recent years, the rapid development of new wave technology, such as mobile interconnection technology, Internet of things, cloud computing and so on, has strongly pushed micro-marketing (Micromarketing) into a new stage of vigorous development, especially since the rise of media. For the development of micro-marketing to build a good ecological circle. With the continuous development of network technology, the popularity of intelligent mobile terminals and the emergence of various application software (App), Facebook,Twitter, Weibo, WeChat, Mi chat and other new self-media and social life are increasingly closely linked. The instrumental value of marketing undoubtedly provides a good technical support and development platform for micro-marketing. Firstly, this study summarizes the evolution of micro-marketing concept by summarizing the existing domestic and foreign micro-marketing theory research, as the basis of clarifying and developing the connotation of micro-marketing, and combining with the background of the times. Reveal the development trend of micro-marketing and explore the scope of application of the theory; Secondly, it expounds the concept, form and characteristics of self-media, which is the new platform of micro-marketing of enterprises, and focuses on the instrumental value of self-media for the development of micro-marketing, and analyzes the current situation of micro-marketing in enterprises on the platform of self-media. Reveal the advantages and disadvantages of micro-marketing based on self-media; Then, in order to help maintain and optimize the advantages and disadvantages of enterprise micro-marketing on the self-media platform, the general strategy of micro-marketing development based on self-media is put forward. Finally, combining with the business case analysis of Xiaomi mobile phone, it not only explores the practical basis of the application of enterprise micro-marketing theory, but also proves the rationality and effectiveness of the general strategy put forward by this research.
【学位授予单位】：福建师范大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;G206

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