基于传播学理论微商兴起与发展研究

发布时间：2018-10-23 14:44

【摘要】：本文主要运用文献阅读法、经验总结法、理论与实践相结合法的方法,用传播学的相关理论,重点讨论了微商的传播特征、传播效果和传播价值等问题,并提出推动微商发展的有效措施,以及政府有关部门、公众、微商从业者、第三方平台对微商的态度；将微商与传播学相结合,以传播学中的意见领袖、议程设置功能、口碑传播、潜在受众、培养理论等作为理论支撑,对微商传播的经济、社会、文化价值进行思考,所获得主要结果如下：(1)在微商的内涵方面,对微商的定义、起源、产品做了具体分析；并对微商发展的现状进行了深刻的探析,任何事物的发展都是前进性与曲折性的统一,尽管微商这一新事物现在还存在种种问题,但是微商是具有强大生命力和远大前途的事物,应该看到微商发展的光明前景。(2)通过对众多微商从业者采访可知,他们之所以选择微商进行创业,是因为微商具有进入门槛低、投入少、传播速度快、可信度高等传播特征,这对于中小企业,特别是年轻创业者来说,无疑是最具吸引力的创业渠道之一。(3)总结了微商目前发展的几大模式,即层层分销的C2C模式；最具潜力的B2C模式；线上线下相结合的020模式,通过对这几大主要模式的分析,充分论证了一切从实际出发,理论与实践相结合,微商才能持续健康发展。(4)根据微商目前存在的层层代理、暴力刷屏、假货频发、监管乏力等方面的问题,应采取相应的措施,提升微商传播的有效途径,主要包括选对产品、找准定位、精确加粉、有效推广、完善监督,增强自律等措施。微商是一个快速成长又待规范发展的新事物,与它本身具有的传播特点和传播方式息息相关。本文从传播学角度探讨微商的兴起的原因,透过现象看本质,让人们能够理性的看待微商,对微商的现状多一份思考。
[Abstract]:This article mainly uses the literature reading method, the experience summary method, the theory and the practice union method, uses the communication science correlation theory, has discussed the derivative dissemination characteristic, the dissemination effect and the dissemination value and so on the question emphatically. And put forward effective measures to promote the development of derivative business, as well as the attitude of the relevant government departments, the public, the derivative business practitioners and the third party platform to the derivative quotient, and combine the derivative quotient with the communication science, so that the opinion leader in the communication science, the function of setting the agenda, As theoretical support, word of mouth communication, potential audience, cultivation theory and so on, think about the economic, social and cultural value of derivative communication. The main results are as follows: (1) the definition and origin of derivative quotient in the connotation of derivative quotient. The product has made the concrete analysis, and has carried on the profound analysis to the derivative development present situation, the development of anything is the unification of the advance and the flexibility, although this new thing of derivative quotient still has all sorts of problems now, However, derivative is a thing with strong vitality and great prospect. (2) through interviews with many derivative practitioners, we can see that the reason why they choose derivative to start a business is because the derivative has a low entry threshold. It is undoubtedly one of the most attractive entrepreneurial channels for small and medium-sized enterprises, especially young entrepreneurs. That is, layer by layer distribution of the C2C model; the most potential B2C model; the online and offline combination of the 020 model, through the analysis of these major models, fully demonstrated that everything is based on reality, theory and practice combined, (4) according to the problems existing at present in such aspects as agency, violence, frequent counterfeiting, weak supervision and so on, corresponding measures should be taken to promote the effective way of spread of derivative, mainly including selecting the right product, in the light of the existing problems of the derivative, such as the level of agency, the violence, the frequent occurrence of fake goods, the lack of supervision, and so on. Find accurate positioning, accurate powder, effective promotion, improve supervision, enhance self-discipline and other measures. Derivative quotient is a new thing which grows rapidly and needs to be standardized, which is closely related to its own characteristics and modes of communication. This paper discusses the reason of the rise of derivative quotient from the angle of communication, through the phenomenon to see the essence, let people be able to look at the derivative quotient rationally, and think more about the current situation of derivative quotient.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F724.6;G206

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