基于自媒体环境的A合作社苹果营销渠道策略研究

发布时间：2018-03-15 20:23

本文选题：自媒体　切入点：合作社　出处：《宁夏大学》2017年硕士论文　论文类型：学位论文

【摘要】：现今人类的生活伴随着互联网的出现发生了翻天覆地的变化,人类在网络时代的背景下又重新回到了很久之前的人际传播时期,借助高科技的现代化手段,人们获取消息的来源途径已经逐步从依赖主流媒体转变到从个体节点(例如社交网络、朋友圈等)处获取消息。美国新闻学会媒体中心于2003年7月发布了由谢因波曼与克里斯威理斯两位学者联合提出的关于自媒体的研究报告,报告中对自媒体的定义为:“We Media(自媒体)是普通大众经由数字科技强化、与全球知识体系相连之后,一种开始理解普通大众如何提供与分享他们自身的事实、新闻的途径。”简单来说,就是人们用自己亲身经历及所见所闻进行有效传播的载体,如微博、微信等网络社区自媒体这一新兴事物便悄然在人们的生活中出现并变得不可或缺,与此同时以自媒体为传播平台的商业营销模式也随之产生并以爆炸式的速度极速蔓延发展着。近年来,国内苹果市场一直保持的传统营销方式,但随着市场环境的迅速转变传统市场不断受到新的营销模式及渠道的冲击,想要在竞争越来越激烈的网络营销环境中取得优势地位,那么探索利用自媒体平台(微博、微信等)这一新兴营销模式及渠道进行苹果营销显得尤为重要,研究在自媒体平台环境下苹果的营销渠道策略也将具有迫切的实际意义。本文在总结分析自媒体营销特点的情况下,结合苹果这一农产品商品,基于营销渠道理论、消费者行为理论等市场营销学理论的基础上提出适用于自媒体平台环境下的A合作社苹果营销渠道策略及建议以供行业参考。
[Abstract]:Nowadays, with the emergence of the Internet, the human life has changed dramatically. Under the background of the network era, human beings have returned to the period of interpersonal communication a long time ago, with the help of high-tech means of modernization. People's access to sources of information has gradually shifted from relying on mainstream media to moving from individual nodes, such as social networks, On July 2003, the Media Center of the American Journalism Society released a research report on the self-media, jointly presented by two scholars, Shepherd Berman and Chris Willis. The self-media is defined in the report as: "We Media is the fact that the general public, strengthened by digital technology and connected to the global knowledge system, begins to understand how ordinary people provide and share themselves. "simply put, people use their own experience and what they see and hear to carry out effective communication. Internet communities such as Weibo and WeChat have quietly emerged and become indispensable in people's lives since the emergence of such new things as the media," he said. At the same time, the commercial marketing model with self-media as the communication platform has also emerged and is spreading at an explosive speed. In recent years, the traditional marketing mode of the domestic Apple market has been maintained. However, with the rapid change of the market environment, the traditional market is constantly impacted by the new marketing model and channels. In order to gain the advantage in the increasingly competitive network marketing environment, we should explore the use of self-media platform (Weibo). WeChat) this new marketing model and channel for Apple marketing is particularly important. It is also of urgent practical significance to study the marketing channel strategy of Apple under the environment of self-media platform. This paper summarizes and analyzes the characteristics of self-media marketing, and combines Apple, an agricultural product, based on the marketing channel theory. On the basis of the theory of consumer behavior and other marketing theories, this paper puts forward the marketing channel strategies and suggestions of A cooperative under the environment of self-media platform for the reference of the industry.
【学位授予单位】：宁夏大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F323.7;F321.42

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