A企业自媒体营销研究

发布时间：2018-08-20 17:39

【摘要】：近几年,国内移动互联网高速发展,特别是国家提出互联网+战略后,物联网、大数据、云计算广泛应用于社会方方面面,智能手机作为最普遍的连接终端,推动社会全面进入自媒体时代。自媒体的到来,为企业构建新型营销模式提供了新的机遇。自媒体营销背景下,企业与受众(即客户)之间的关系发生巨大变化,最直接的是让企业与受众的关系变得扁平化,甚至是面对面的关系,这种零距离的传播,不仅更加迅捷、准确,而传播成本却急剧下降,变得非常低廉,许多企业都纷纷建设自媒体并尝试开展自媒体营销。但是,作为新生事物,与传统的营销模式相比,自媒体营销被广泛接受的时间较短,绝大多数的企业还是未能正确认识和有效应对,正基于此,所以针对企业自媒体营销问题进行研究具有很强的现实意义。本文首先阐述了选题研究的背景和意义以及目前国内外对自媒体营销的研究情况,随后对自媒体营销的相关概念和基本理论进行了阐述,表达自媒体是新媒体的延伸发展,其正在构建企业营销渠道新格局,促使企业营销方式随着消费者习惯的变化而变化,同时也介绍了自媒体营销的优势与劣势,特别强调自媒体的影响力扩张价值和点对点关系价值。在此基础上,采用个案分析的方法,以A企业为例,在对A企业开展自媒体营销的必要性进行阐述之后,简要介绍了 A企业开展自媒体营销的现状,了解到A企业自媒体营销尚未形成气候,无论在硬件上,还是在效益上都存在着严重的不足,并对造成A企业自媒体营销严重不足的原因进行了较为深入地剖析,既有对自媒体营销重要性认识不够、定位不明确的原因,也有自媒体运营队伍不健全、缺少对自媒体营销的合理投入的原因,等等,最后,结合A企业的实际情况,提出了将自媒体营销列入发展战略、构建自媒体运营矩阵、打造自媒体营销团队、整合企业营销资源、依托数据中心创造有价值的媒体、加强自媒体互动服务、邀请自媒体达人代言等七个促进A企业自媒体营销发展的对策建议,旨在帮助A企业在提高品牌知名度的同时,有效降低运营成本、扩大社会和经济效益。
[Abstract]:In recent years, with the rapid development of mobile Internet in China, especially after the state put forward the Internet plus strategy, the Internet of things, big data and cloud computing are widely used in all aspects of society. As the most common connection terminal, smart phones have pushed the society into the media era. Opportunities. In the context of media marketing, the relationship between the enterprise and the audience (that is, customers) has undergone tremendous changes, the most direct is to make the relationship between the enterprise and the audience flattened, or even face-to-face relationship, this zero-distance communication, not only more rapid and accurate, but also the cost of communication has dropped sharply, become very cheap, many enterprises are confused. However, as a new thing, compared with the traditional marketing model, self-Media marketing has been widely accepted for a relatively short time. Most of the enterprises still fail to correctly understand and effectively pair. Therefore, it is very realistic to study the self-Media marketing of enterprises. This article first elaborates the background and significance of the research topic and the current research situation of self-Media marketing at home and abroad, then elaborates the related concepts and basic theories of self-Media marketing, expressing that self-Media is the extension of the development of new media, which is building a new pattern of enterprise marketing channels, so as to promote enterprise marketing methods along with. Customers'habits change with changes, and the advantages and disadvantages of self-Media marketing are also introduced, with special emphasis on the expansion value of self-Media influence and the value of point-to-point relationship. The status quo of self-Media marketing in enterprises has not yet formed a climate for self-Media marketing in enterprises A. There are serious deficiencies in both hardware and efficiency. The causes of serious deficiencies in self-Media marketing in enterprises A are analyzed in depth. There are not enough understanding of the importance of self-Media marketing and unclear positioning. Finally, combining with the actual situation of Enterprise A, this paper puts forward that self-Media marketing should be included in the development strategy, construct the self-Media operation matrix, build the self-Media marketing team, integrate enterprise marketing resources, and create value by relying on the data center. Seven suggestions are put forward to promote the development of self-Media marketing in enterprises A, such as strengthening self-Media interactive service, inviting self-Media personages to endorse them. These suggestions are aimed at helping enterprises A to effectively reduce operating costs and expand social and economic benefits while increasing brand awareness.
【学位授予单位】：华中师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274

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