网络营销传播中的网民求真舆论监督研究

发布时间：2018-04-13 10:10

本文选题：网络营销传播 + 舆论监督　；参考：《华中科技大学》2013年硕士论文

【摘要】：随着互联网的普及，网络营销传播成为企业进行产品推广、品牌建立的重要途径。但由于这种营销传播模式刚刚起步，许多企业并未能正确运用，从而造成对自身品牌及消费者利益皆损害的结果。与此同时，网民的舆论监督也随着互联网的普及而达到高潮，网民们不仅对社会重大事件进行监督，也对企业进行网络营销传播中的一些虚假、弊病进行实时监督。本文主要运用内容分析法对企业网络营销传播中网民的求真舆论监督案例进行研究，通过对事件的传播过程，网民的监督行为进行追踪分析，分析网页、搜索引擎、新闻跟帖、论坛意见、领袖博客等进行热度分析和统计，，设计出一套指标体系。每个样本案例，设置“传统媒体关注度、门户网站、网民关注度”三个一级指标。部分一级指标又细化为多个二级指标，以期得到网络舆情所形成的增长规律、波动规律和民意规律。通过这些研究得出以下结论：第一，网民对企业的监督有着“舆论质疑星火与求真呼吁燎原”的传播规律。第二，网民对企业的监督有四个阶段，每个阶段特点不一。第三，网民的舆论监督有利于维护自身利益，并对行业规范、企业网络营销传播等有积极的推进作用。论文最后对企业在网络营销传播中所应用的策略进行建议。以期望在今后的网络营销传播中，这些应对措施能够有效地提升企业的网络舆情的掌握和控制能力，迅速地完成危机公关。
[Abstract]:With the popularization of Internet , network marketing becomes an important way for enterprises to carry out product promotion and brand building . However , because the marketing communication mode has just started , many enterprises have not been able to use correctly , thus resulting in the damage to their own brand and consumers ' interests . At the same time , the public opinion supervision of the Internet users has reached the climax with the popularization of the Internet . At the same time , the Internet users not only supervise the social events , but also supervise the enterprises in real time .

This paper mainly uses the content analysis method to study the real public opinion supervision cases of the Internet users in the enterprise network marketing communication . Through the analysis of the process of the incident and the supervision of the Internet users , the paper designs a set of index system . Each sample case is set up with three primary indicators of " traditional media attention , portal site and Internet users attention " . The first - level indicator is further refined into a plurality of secondary indicators , so as to get the growth law , fluctuation law and the public opinion law formed by the network public opinion .

Through these studies , the following conclusions are drawn : First , Internet users have " public opinion to question the fire and appeal for a prairie fire " in the supervision of enterprises . Second , Internet users have four stages in the supervision of enterprises , each stage is characterized by different characteristics . Third , the public opinion supervision of the Internet users is conducive to the maintenance of their own interests , and has a positive effect on industry norm , enterprise network marketing communication and so on .

Finally , the paper suggests that these countermeasures can effectively improve the grasp and control ability of the network public opinion of the enterprise and complete the crisis public relations quickly in the future network marketing communication .

【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：G206;F274

【参考文献】