移动无线音乐市场营销研究
发布时间：2018-11-21 21:07
【摘要】：在3G时代,电信运营商为用户打造的线上渠道线下渠道结合的立体式互动模式,不仅为用户提供更多的增值服务,更可以让音乐歌迷亲临钟爱的音乐现场,将有数字化传播的美妙音符再次还原成为最本真的音乐形态。中国移动通信携手各大唱片公司,打造全新的音乐营销模式,使传统唱片行业摆脱衰败的现状并且焕发新机。本文从移动无线音乐市场入手,针对无线音乐的特点,通过对无线音乐定义、产品现状、渠道拓展、环境发展等因素的分析和说明,并结合已有的无线音乐研究成果以及实地开展调查的数据分析,对移动无线音乐市场的营销方式进行分析和研究,主要是结合线上渠道和线下渠道的营销模式,包括对互联网渠道、短信营销、微博营销、营业网点营销、事件营销、直复营销、重点目标市场推广和融合营销进行了研究分析,并提出下一步的发展建议,从而实现无线音乐市场持续保持活力。
[Abstract]:In the 3G era, the three-dimensional interactive model of the combination of online channels and offline channels created by telecom operators not only provides users with more value-added services, but also enables music fans to come to the music scene that they love. The wonderful notes of digital communication will be restored to the most original music form again. China Mobile joins hands with major record companies to create a new music marketing model, so that the traditional record industry to get rid of the decline of the status quo and radiate a new machine. This paper starts with the mobile wireless music market, analyzes and explains the definition of wireless music, product status quo, channel development, environment development and so on, aiming at the characteristics of wireless music. And combined with the existing wireless music research results and field investigation of data analysis, the mobile wireless music market marketing methods are analyzed and studied, mainly combined with the online and offline channels of marketing mode, Including research and analysis on Internet channels, SMS marketing, Weibo marketing, business network marketing, event marketing, direct marketing, key target market promotion and fusion marketing, and put forward further development suggestions. In order to achieve wireless music market to maintain vitality.
【学位授予单位】：四川师范大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F49
本文编号：2348258
[Abstract]:In the 3G era, the three-dimensional interactive model of the combination of online channels and offline channels created by telecom operators not only provides users with more value-added services, but also enables music fans to come to the music scene that they love. The wonderful notes of digital communication will be restored to the most original music form again. China Mobile joins hands with major record companies to create a new music marketing model, so that the traditional record industry to get rid of the decline of the status quo and radiate a new machine. This paper starts with the mobile wireless music market, analyzes and explains the definition of wireless music, product status quo, channel development, environment development and so on, aiming at the characteristics of wireless music. And combined with the existing wireless music research results and field investigation of data analysis, the mobile wireless music market marketing methods are analyzed and studied, mainly combined with the online and offline channels of marketing mode, Including research and analysis on Internet channels, SMS marketing, Weibo marketing, business network marketing, event marketing, direct marketing, key target market promotion and fusion marketing, and put forward further development suggestions. In order to achieve wireless music market to maintain vitality.
【学位授予单位】：四川师范大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F49
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