网络直播对品牌传播的影响研究

发布时间：2018-01-02 13:24

本文关键词：网络直播对品牌传播的影响研究　出处：《中央民族大学》2017年硕士论文　论文类型：学位论文

【摘要】：近两年(2014-2016)网络直播发展势头迅猛,随着移动互联网以及移动终端设备的普及,直播行业迎来了大发展。2016年被认为是直播元年,不仅是因为直播行业市场规模扩大,全民直播潮流的兴起,更是因为网络直播越来越被品牌重视,成为企业品牌传播和产品推广的重要工具。因其传播特点,部分学者认为网络直播开启了精准营销的时代。本文基于以网络直播为工具的品牌传播为研究对象,以文献研究的方法回顾直播和品牌传播的概念和发展,界定网络直播的概念,阐述了作为品牌传播工具的网络直播现阶段发展状况,剖析了网络直播的传播模式,在结合问卷调查中直播对品牌传播效果影响的分析、对用户和主播的访谈结果以及对以直播为营销传播工具的品牌传播案例研究基础上,分析了现阶段网络直播在品牌传播层面上的问题,结合相关理论,尝试提出相应的参考策略。
[Abstract]:The past two years (2014-2016) network broadcast the rapid development momentum, with the popularity of mobile Internet and mobile terminal equipment, broadcast industry ushered in the great development of.2016 is considered to be the first year is not only because of the live broadcast, industry market scale, the rise of national broadcast trend, but because the Webcast is increasingly becoming an important tool of brand attention. The enterprise brand and product promotion. Because of its propagation characteristics, some scholars believe that the network broadcast opened the era of precision marketing. This paper takes the network broadcast brand communication as a tool for research object based on the research methods of literature review, to live and spread the brand concept and development, defining the concept of network broadcast, described as brand communication tools webcast at this stage of development, analyzes the transmission mode of network broadcast, in combination with the survey of live brand communication effect Based on the analysis of the influence, the interview results of users and anchors, and the case study of brand communication based on live broadcast as a marketing communication tool, this paper analyzes the problems in the current level of brand communication in webcast, and tries to put forward corresponding reference strategies combined with related theories.

【学位授予单位】：中央民族大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G206

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