WEB3.0时代品牌传播中消费者控制模式研究

发布时间：2019-05-12 03:55

【摘要】：传播与科技始终紧紧地联系在一起,技术的日新月异促进传播形式的不断革新。随着web技术的不断发展,传播媒介的形式越来越丰富,自Web2.0技术催生了众多社会性媒体后,web3.0时代技术融合和智能终端使得移动社会化媒体向移动化和智能化发展。诸多移动社会化媒体在短短数月内聚集成大量的用户,用户的几何倍数增长大大加快了信息传播的速度,这让很多品牌主都措手不及。移动社会化媒体的盛行,对任何一个企业来说是新的契机,媒体已不再是单纯意义上的大众传播媒介或营销工具,其重要的意义是能推动营销观念和理念的发展,对整个营销环境产生了极大地影响。Web3.0时代,信息是以消费者控制的“个性化”和“精准性”的传播,基于消费者对信息传播的影响力作用的扩大提出了“消费者控制”的概念。这种信息的传播方式的改变,引发企业对品牌信息传播的兴趣,仅依靠传统的品牌信息传播渠道和自身的影响力已经无法满足企业品牌的发展,与消费群体共建品牌是未来品牌传播的方向。本论文以web3.0时代移动社会化媒体为研究平台,通过分析移动社会化媒体下社会性消费群体的特征和品牌传播环境的变化,构建消费者控制模式,深入剖析了控制模式中品牌、消费群体、社会公众三大要素的作用力,通过三大要素的合力促使社会公众对品牌价值产生认同以实现品牌传播效果最大化。本文首先介绍了web3.0时代移动社会化媒体迅速普及的基础条件,并分析了移动社会化媒体的特征,以及移动社会化媒体影响下社会性消费群体的变化与特征和品牌传播环境的变化,构成本文的理论基础和研究背景;其次通过前面的分析构建在移动社会化媒体平台上以品牌核心价值的凝聚力、消费群体的引导控制力、社会公众的传播扩散力的消费者控制模式,并阐述三力如何使得社会公众对品牌实现价值认同,达到品牌传播的效果。最后,在此模式上提出品牌传播的一般性策略,并以案例的形式进行说明,为企业在未来的品牌建设中提供可借鉴的意见。
[Abstract]:Communication and science and technology have always been closely linked, and the rapid development of technology promotes the continuous innovation of communication forms. With the continuous development of web technology, the form of media is becoming more and more abundant. Since Web2.0 technology gave birth to many social media, the integration of technology and intelligent terminal in web3.0 era make mobile social media develop to mobile and intelligent. Many mobile social media have gathered into a large number of users in just a few months, and the growth of geometric multiple of users has greatly accelerated the speed of information dissemination, which has caught many brand owners by surprise. The popularity of mobile social media is a new opportunity for any enterprise. The media is no longer a simple mass media or marketing tool, its important significance is to promote the development of marketing concepts and ideas. It has had a great impact on the entire marketing environment. In the Web 3.0 era, information is spread through the "personalization" and "precision" of consumer control. Based on the expansion of consumers' influence on information dissemination, the concept of "consumer control" is put forward. The change of communication mode of this kind of information has aroused the interest of enterprises in brand information dissemination. The traditional channel of brand information dissemination and its own influence can no longer satisfy the development of enterprise brand. Building brands with consumer groups is the direction of brand communication in the future. Based on the research platform of mobile social media in web3.0 era, this paper constructs the consumer control mode by analyzing the characteristics of social consumer groups and the change of brand communication environment under mobile social media. This paper deeply analyzes the force of brand, consumer group and social public in the control mode, and promotes the public to identify with the brand value through the joint force of the three elements in order to maximize the effect of brand communication. This paper first introduces the basic conditions for the rapid popularization of mobile social media in the web3.0 era, and analyzes the characteristics of mobile social media. Under the influence of mobile social media, the changes and characteristics of social consumer groups and the changes of brand communication environment constitute the theoretical basis and research background of this paper. Secondly, through the previous analysis of the mobile social media platform to build on the core value of the brand cohesion, consumer groups of the guidance and control power, social dissemination and diffusion of the consumer control model of the power of consumer control. It also expounds how to make the public realize the value identity of the brand and achieve the effect of brand communication. Finally, this paper puts forward the general strategy of brand communication in this mode, and explains it in the form of a case, so as to provide some suggestions for enterprises to learn from in the future brand building.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G206-F

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