陕西电信公司互联网媒体传播方案研究

发布时间：2018-03-21 06:12

本文选题：互联网媒体　切入点：传播　出处：《西北大学》2012年硕士论文　论文类型：学位论文

【摘要】：目前我国互联网保持着稳定健康的发展趋势,从数据上来看我国网民规模已居世界第一,但因普及率较低所以增长潜力还非常巨大。互联网的繁荣,也让互联网媒体传播和影响迅速闯入人们的生活,近几年来移动互联网的迅猛发展,更是给我国的媒体整合营销传播带来了变革性的影响。在这种情况下,越来越多的企业希望利用互联网媒体来为自己实现市场价值,塑造企业竞争力。陕西电信公司是中国电信股份有限公司在陕西省设立的省级分公司,是陕西省内主导的全业务通信运营企业。自2008年成功收购CDMA手机网络之后,陕西电信公司的用户数增长年均超过10%,2012年经营收入也将超过75亿元,占省内的通信市场营业份额将超过26%。但在陕西电信公司快速增长的同时,其竞争对手的用户规模和业务收入也在迅速扩大,陕西电信公司依然面临较大的发展压力。因此对陕西电信公司来说,必须紧抓移动互联网快速发展窗口时机,持续的在自身营销、服务、品牌传播方式上进行了一系列大胆的改革创新,才能保持快速的增长,获取竞争优势。所以本文把陕西电信公司如何提升互联网媒体传播效果作为选题。本文从五W传播管理理论和整合营销传播理论入手,结合陕西电信公司目前的互联网传播管理方式和投入等实际情况,在对陕西电信公司互联网媒体传播效果不好的原因进行综合分析的基础上,借助互联网媒体整合营销传播的理论,提出了建立管控体系、优化传播流程、提升传播效果的创新方案。方案以互联网媒体传播的特性和目标客户的媒体接触习惯为根本出发点,从管理结构调整、互联网媒体利用效率、资源投入等多个方面提出了优化建议,并充分利用现代IT管理信息技术,从而在整个体系上保证了陕西电信公司互联网媒体传播效果的提升。
[Abstract]:At present, the Internet in our country is maintaining a stable and healthy development trend. According to the data, the scale of Chinese Internet users has already ranked first in the world, but because of the low penetration rate, the growth potential is still very large. The Internet is prosperous. In recent years, the rapid development of the mobile Internet has brought about a revolutionary impact on the media integration marketing and communication in our country. In this case, More and more enterprises want to use Internet media to realize their market value and shape their competitiveness. Shaanxi Telecom Corporation is a provincial branch established by China Telecom Company Limited in Shaanxi Province. Since the successful acquisition of the CDMA mobile phone network in 2008, the number of subscribers of Shaanxi Telecom Company has grown by more than 10 yuan per year, and the operating income in 2012 will also exceed 7.5 billion yuan. It will account for more than 26 percent of the communications market in the province. However, while Shaanxi Telecom is growing rapidly, its competitors' user size and business revenue are also expanding rapidly. Shaanxi Telecom is still facing great pressure for development. Therefore, for Shaanxi Telecom, it is necessary to seize the opportunity of the rapid development window of the mobile Internet and continue to market and serve itself. In the way of brand communication, a series of bold reforms and innovations have been carried out in order to maintain rapid growth. Therefore, this paper chooses how Shaanxi Telecom Company to improve the effect of Internet media communication. This paper starts with five W communication management theory and integrated marketing communication theory. Based on the actual situation of Shaanxi Telecom Corporation's current Internet communication management and investment, and on the basis of a comprehensive analysis of the reasons for the poor effect of Shaanxi Telecom's Internet media communication, With the help of the theory of integrated marketing and communication of Internet media, this paper puts forward the establishment of a management and control system to optimize the communication process. Innovative solutions to improve the effectiveness of communication. Based on the characteristics of Internet media communication and the media contact habits of target customers, the scheme is based on the adjustment of management structure and the efficiency of the use of Internet media. Resource input and other aspects put forward optimization suggestions and make full use of modern IT management information technology so as to ensure the promotion of the effect of Internet media communication of Shaanxi Telecom Company in the whole system.
【学位授予单位】：西北大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F626

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