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1、碩士學(xué)位論文AbstractWiththeadventofWeb2.0Age,survivalanddevelopmentofnewspapermediahasfacedmoreandmorethreatsandchallenges.Weibo,asuccessfulmodelofsocialmedia,hasbeenprimarilyusedindigitizationofnewspapers.Incurrentstudy,WetookSinaWeiboassampletoanalyzethemarketingmodeofnewsp
2、aperWeiboinnowadaysChina.Intextualanalysisandcasestudy,wewouldliketofigureoutthemainchallengestonewspaperWeiboandtheircausesandsolutions.Firstofall,aftercomparedthespaceopenness,userrelationshipandcommunicationmodeamongeellphone,SNS,blog,IM,wegottheconclusionthatWeiboha
3、sthreeuniquecharacteristics:personalportal,stronginteractionandsocialization.Basedonthethreecharacteristics,marketingofWeiboalsopossessesthecommunicationcharacteristicsofpersonalization,interactivityandsocialization.Accordingtothese,Wefinallyfiguredoutthreemarketingadva
4、ntagesofnewspaperWeibo:lOWcosttocreatepersonalizedmarketingchannel,all—directioninteractionbetweenreadersandtheplatformandflexibilityincrisismanagement.Inaddition,accordingto0111"textualanalysis,wefoundthreebasicmethodswhichareusedincurrentmarketingofnewspaperWeibo:1)pe
5、rsonalizationmarketingwhichiSmainlyusedincontentandtheapplicationofmobileterminal,2)interactionmarketingwhichisusedincommunicationbetweenreadersandplatformand3)relationshipmarketingwhichisusedinkeepinggoodrelationshipbetweenreadersandadvertisers。Basedtheanalysisandprevi
6、ousresearches,WealsofiguredoutseveralmainchallengesinmarketingofnewspaperWeibosuchaslackofcreativityincontent,simplicityofinteractionmethodandone·wayrelationshipbetweenthemediaandreadersandadvertisers.Aimedatthesechallenges,Wetableaproposaltoadvancetheeffectivenessfromt
7、hreeperspectives:content,interactionandrelationship.MarketingofnewspaperWeiboisahottopicinmediaindustry.Thus,thisarticleispracticalandsignificantforthedevelopmentofnewspaperWeibo.WehopeitcanhelpthenewspaperWeibotobalancebetweencontentandbrandmarketingandfurthertobringno
8、velexperiencetonewspaperWeiboreadersandfinallyfinishthedigitizationofnewspapers.Keywords:MarketingofWeibo;News