手机百度APP公关传播策略研究

发布时间：2018-01-15 02:35

本文关键词：手机百度APP公关传播策略研究　出处：《郑州大学》2017年硕士论文　论文类型：学位论文

【摘要】：移动互联网技术的发展和智能手机的普及,带来了人们生活习惯和行为方式的改变。对于用户来说,移动类APP与PC端相比更加方便、快捷,通过移动手机APP来获取信息和服务已经逐渐成为一种新的习惯。据中国互联网络信息中心(CNNIC)发布的第38次《中国互联网络发展状况统计报告》显示,目前我国手机网民规模达7.10亿,网民的上网设备正在向手机端集中,由此可见,我国移动APP的市场前景广阔。目前APP市场也是百花齐放,生活服务类,游戏娱乐类,新闻资讯类等各种APP应用程序层出不穷,在这个产品更新迭代快的环境下,产品自身的界面设计、使用体验对于用户来说固然重要,但是在一众功能相似,体验相仿的产品中,如何让用户发现产品并开始使用自己的产品,提高产品自身的用户规模,增强用户粘性?这是目前每个互联网产品都关心的问题,在这样的背景之下,对于APP品牌的传播就显得至关重要。在众多的宣传推广方式中,公关所倡导的潜移默化的影响对于企业品牌力的提高和用户的影响是其他宣传推广方式所无法取代的。手机百度作为一款移动搜索APP,依托百度网页、百度知道、百度百科、百度地图、百度视频等专业垂直搜索频道,基本满足手机用户对信息和服务的需求。因此,手机百度APP凭借着自身优势和品牌的公关传播,成为了用户手机中不可缺少的移动APP。在此背景下,本文选取手机百度APP作为个案切入,在对公共关系传播策略及APP公关传播策略等相关理论梳理的基础上,具体采用个案研究法、实证研究法、规范研究法等,分析手机百度APP公关传播的策略,得出其公关策略中具有整合多种渠道渗透传播、主动设置话题引起关注等优点,同时也存在品牌定位不够清晰、过于强调借势营销等不足之处,通过借鉴现有的理论基础,笔者从公关传播的内容、方式和渠道等方面为其改进和发展提出合理化的建议。对于APP的相关研究已经成为现阶段的热点,但是针对APP公关传播策略的研究比较少,对某一特定品牌APP公关传播策略的个案研究更是少之又少,因此,本文具有一定的创新性和挑战性,对理论界和行业本身都有值得参考的价值。
[Abstract]:The development of mobile Internet technology and the popularity of smart phones have brought about changes in people's living habits and behavior. For users, mobile APP is more convenient and faster than PC. Access to information and services via APP, a mobile phone, has become a new habit, according to the China Internet Network Information Center (CNNIC). The 38th report on the Development of China's Internet shows. At present, the scale of mobile phone users in China reaches 710 million, and the Internet access equipment of Internet users is concentrated to the mobile phone. It can be seen that the market prospect of mobile APP in China is broad. At present, the market of APP is also full of flowers. Life services, games and entertainment, news and information classes and other APP applications emerge in endlessly, in this product update iterative environment, the product's own interface design. User experience is important for users, but in a variety of similar products, how to let users find products and start to use their own products, improve the size of the product itself. Enhanced user stickiness? This is the issue that every Internet product is concerned about at present. Under such background, it is very important to spread the APP brand. Public relations advocated the subtle impact on corporate brand strength and the impact of users can not be replaced by other promotional methods. Mobile Baidu as a mobile search app, relying on Baidu web page. Baidu knows, Baidu encyclopedia, Baidu map, Baidu video and other professional vertical search channels, basically meet the needs of mobile phone users for information and services. Mobile Baidu APP with its own advantages and brand public relations transmission, has become an indispensable mobile phone mobile app. In this context, this paper selected Mobile Baidu APP as a case study. On the basis of combing the relevant theories of public relations communication strategy and APP public relations communication strategy, the paper uses case study, empirical research, normative research and so on. By analyzing Mobile Baidu APP PR communication strategy, it is concluded that the PR strategy has the advantages of integrating multiple channels to infiltrate communication, actively setting up topics to attract attention, and at the same time, the brand positioning is not clear enough. Too much emphasis on the opportunities of marketing and other shortcomings, through the reference to the existing theoretical basis, the author from the content of public relations communication. Ways and channels for its improvement and development of the rationalization of the recommendations. For APP research has become a hot spot at this stage, but the study of APP public relations communication strategy is less. The case study of a particular brand APP PR communication strategy is even less, therefore, this paper has some innovative and challenging, and it is worthy of reference to the theoretical circle and the industry itself.
【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G206;C912.3

【相似文献】