基于网络直播的品牌营销传播研究

发布时间：2018-01-05 06:42

本文关键词：基于网络直播的品牌营销传播研究　出处：《渤海大学》2017年硕士论文　论文类型：学位论文

【摘要】：在品牌营销传播越来越互联网化、互动化、移动化、视觉化的今天,网络直播媒体逐渐被重视,成为品牌营销传播的阵地,是实现与消费者实时、深度沟通、互动最有效的媒体之一。2016年被称为“网络直播元年”,网络直播以其跨越时空地域的特性、深度互动、高度引爆和容易引用户情感共鸣的特性等,深受人们喜爱。从网络直播内容和形式的丰富化、多样化以及网络直播用户不断赶超其他传统媒体、网络媒体的现象可以看出,这一新兴的社交媒体正以难以想象的发展速度,占领我们的视觉和生活。网络直播这种实时互动、真实感强烈的形式能更有效传达品牌的文化和内涵,与用户近距离接触,用超强的感染力和表达力直达用户内心,视频直播与文字、图片相比,能够有效抓住用户注意力,达到传播效果。如今国内有200多个直播APP,正在如火如荼的开展着激烈的角逐,犹如当年疯狂的“百团大战”。不少企业对这个新生平台跃跃欲试,已经开始了很多有益的尝试,但网络直播媒体仍属于新兴的传播手段,对其研究和探讨仍处于初级阶段,不免某些品牌对网络直播营销认识不够深入,就把大量的精力投入其中,或者看不到其巨大的营销传播价值而无动于衷。现阶段的网络直播营销存在很大程度的缺陷:内容缺乏新意,很多采用的仍是传统的秀场模式,没有领会到网络直播营销的内涵;网络直播的场景粗糙,不够精细,互动模式单一,难以实现用户的长效沟通。鉴于此,本文旨在网络直播媒体迅猛发展的背景下讨论品牌营销传播的传播特性、传播优势、存在的问题以及应对的正确策略。以小米、欧莱雅等企业利用网络直播获得品牌营销的成功案例为切入点,在梳理网络直播的特点和优缺点以及品牌营销的理论和变迁的基础上,分析网络直播对品牌营销的意义和影响。并且,通过结合文献资料和案例分析,针对目前网络营销中存在的问题和挑战,提出及时有效的解决措施,希望能为品牌营销活动提供一定的参考和指导。
[Abstract]:In brand marketing more and more of the Internet, interactive, mobile, visual today, network broadcast media is gradually, become a brand marketing position, is to realize the depth of communication with consumers in real-time, interactive, the most effective media of.2016 known as the "webcast webcast in its first year, across time and space geographical characteristics, interaction depth, height and easy to cause the user detonated emotional characteristics, loved by the people. The live rich content and form from the network, and the diversification of network broadcast users continue to catch up with other traditional media, network media phenomenon can be seen, this emerging social media is to develop speed it is difficult to imagine, occupy our vision and life. Network broadcast this real-time interaction, a strong sense of reality in the form of more effective communication culture and the connotation of the brand, with the user close connection Touch, with super infection and expression to the user inside, live video and text, pictures, can effectively capture the user attention to communication effects. Nowadays, there are more than 200 live APP, is like a raging fire carrying out fierce competition, like the year of crazy "hundred regiments". Many companies eager to this new platform has started many useful attempts, but the network broadcast media is a new means of communication, the study is still in the primary stage, but some brands of network broadcast marketing awareness is not enough, we put a lot of effort into it, or don't see the value of marketing communication and great at this stage of the webcast completely indifferent. Marketing has great limitation: lack of new content, many of the show is still the traditional mode, did not understand to live network marketing The connotation of the webcast scene; rough, not fine, interactive mode is single, long-term communication is difficult to achieve the user. In view of this, this paper aims at the network broadcast media under the background of rapid development to discuss the propagation characteristics, brand marketing communication advantages, existing problems and correct strategies to cope. With millet, L'OREAL and other enterprises to use the webcast obtained successful case of brand marketing as a starting point, based on combing the network broadcast and the advantages and disadvantages as well as the brand marketing theory and change, analysis of the webcast on brand marketing significance and influence. And, through a combination of literature and case analysis, aiming at the existing problems and challenges in network marketing put forward, timely and effective measures, hoping to provide some reference and guidance for brand marketing activities.

【学位授予单位】：渤海大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G206-F

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