基于互联网的社会化媒体企业品牌传播研究

发布时间：2018-03-05 21:17

本文选题：社会化媒体　切入点：品牌传播　出处：《大连海事大学》2013年硕士论文　论文类型：学位论文

【摘要】：近几年来,随着通信技术和互联网技术的不断发展、革新,数字媒体也得到了日新月异地发展,使得我们的传播环境和传播手段都发生了巨大的变化。新的媒体形式不断出现,从早期的门户网站、搜索引擎、论坛、视频,到如今的后起新秀博客、社交网站、微博,彷佛人们刚开始适应其中之一,更新的媒体形式就又被推了出来。在这种历史性的变化中,企业的营销传播领域同样在见证一场革命性的变革。过去我们熟悉的理念和模式正在分崩离析,更多新的形式和新的模式开始登上学术界的舞台。一个与过去迥然不同的新的传播时代已经悄然来临。另一方面,在市场经济日益发展的今天,市场竞争的激烈程度也越来越加剧。为了能在市场上生存和发展,众多的企业纷纷走上了品牌营销之路,并通过铺天盖地的广告、公关关系、各种各样的促销、人员推销、直接营销等林林总总的各种品牌传播工具对消费者施加影响,但却时刻面临着品牌传播费用居高不下,传播难度越来越大的窘境。而社会化媒体的出现和盛行,无疑给企业带来了的新的希望。其与传统媒体相比所具有的不可替代的参与特性、对话与交流特性、社区性使得其不仅仅将助力于企业的营销,更将成为企业品牌传播的长期阵地。因此,本研究课题将品牌传播放到了社会化媒体营销的大背景下,通过分析企业运用社会化媒体进行品牌传播的现状及存在的问题以及对众多品牌传播案例的调查研究,提出了适应社会化媒体语境下的企业品牌传播的新策略：意见召集策略、粉丝代言策略、线上线下联动策略、SCRM策略、实时互动策略,并且运用这些策略对某汽车品牌的品牌传播实践进行了实证分析。希望本课题的研究能够对未来企业运用社会化媒体进行品牌传播实践提供理论支持和实践指导,同时也对未来的理论体系研究有一定的借鉴作用。
[Abstract]:In recent years, with the continuous development and innovation of communication technology and Internet technology, the digital media has also been developing with each passing day, which has made great changes in our communication environment and means of communication. New media forms are constantly emerging. From early portals, search engines, forums, videos, and now rookie blogs, social networking sites, Weibo, it seems that people are just beginning to get used to one of them. The new media form is being pushed out again. In this historic change, the marketing and communication field of enterprises is also witnessing a revolutionary transformation. The ideas and models we used to know are falling apart. More new forms and new models are beginning to appear on the academic stage. A new era of communication, which is quite different from the past, has come quietly. On the other hand, with the increasing development of the market economy, the fierce competition in the market is becoming more and more intense. In order to survive and develop in the market, many enterprises have embarked on the road of brand marketing, and through numerous advertisements, A variety of brand communication tools, such as PR relationships, various promotions, personnel sales, direct marketing and so on, exert influence on consumers, but they are always faced with high brand communication costs. The emergence and prevalence of social media undoubtedly brings new hope to enterprises. Compared with traditional media, it has irreplaceable characteristics of participation, dialogue and communication. Community makes it not only help the marketing of enterprises, but also become the long-term position of brand communication. Therefore, this research subject puts brand communication under the background of social media marketing, through the analysis of the current situation and existing problems of brand communication in enterprises using social media, as well as the investigation and research on many cases of brand communication. A new strategy for corporate brand communication in the context of social media is put forward: opinion gathering strategy, fan endorsement strategy, online and offline linkage strategy, SCRM strategy, real-time interaction strategy, etc. And using these strategies to carry out an empirical analysis of the brand communication practice of a certain automobile brand. I hope that the research of this topic can provide theoretical support and practical guidance for the future enterprises to use social media for brand communication practice. At the same time, it can also be used for reference in the future research of theoretical system.
【学位授予单位】：大连海事大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;G206

【参考文献】