資源描述:
《報(bào)紙微博營銷研究》由會員上傳分享,免費(fèi)在線閱讀,更多相關(guān)內(nèi)容在教育資源-天天文庫。
1、報(bào)紙微博營銷研究報(bào)紙微博營銷研究摘要隨著Web2.0時代的到來,報(bào)紙媒體生存日漸艱難,報(bào)紙微博營銷成為業(yè)界關(guān)心的熱點(diǎn)話題。微博作為社交媒體成功運(yùn)營的典范,在報(bào)紙的數(shù)字化轉(zhuǎn)型過程中具有重要作用。本文以新浪微博為研究樣本,對報(bào)紙微博營銷的方式與現(xiàn)狀進(jìn)行了考察,分析了報(bào)紙微博營銷存在的主要問題及成因,并探討了相應(yīng)的對策。本文認(rèn)為,與其他報(bào)紙營銷渠道相比,報(bào)紙微博營銷具有營銷成本低廉、口碑傳播效果顯著和營銷控制力減弱等特點(diǎn)。常見的報(bào)紙微博營銷有三種基本類型,即個性化營銷、互動營銷與關(guān)系化營銷。報(bào)紙微博個性化營銷主要應(yīng)用于內(nèi)容與移動終端的實(shí)現(xiàn),個性化的內(nèi)容
2、定制和個性化的移動終端,能帶給報(bào)紙微博讀者全新的用戶體驗(yàn)和感受?;訝I銷則體現(xiàn)在用戶與平臺的使用上,這種互動和傳遞,能使報(bào)紙營銷的影響力范圍越來越大。關(guān)系營銷應(yīng)用于維系讀者與廣告主這兩大報(bào)紙利益方,使雙方形成一種品牌與營銷經(jīng)濟(jì)效益的互利關(guān)系。當(dāng)然,報(bào)紙微博營銷并不是完美無缺的,也存在原創(chuàng)內(nèi)容缺乏導(dǎo)致被動傳播、營銷及媒介互動方式單一、與讀者及廣告主關(guān)系偏于單向等問題,戰(zhàn)略意識薄弱、整體規(guī)劃低效、推廣手段陳1日是其主要成因。解決這些問題的基本對策,一是要創(chuàng)新報(bào)紙微博營銷的內(nèi)容推廣方式;二是要優(yōu)化報(bào)紙微博營銷的互動形式;三是要不斷完善報(bào)紙微博營銷的關(guān)系
3、平臺。關(guān)鍵詞:報(bào)紙;微博營銷;個性化營銷;互動營銷;關(guān)系營銷IIAdministrator矩形碩士學(xué)位論文AbstractWiththeadventofWeb2.0Age,survivalanddevelopmentofnewspapermediahasfacedmoreandmorethreatsandchallenges.Weibo,asuccessfulmodelofsocialmedia,hasbeenprimarilyusedindigitizationofnewspapers.Incurrentstudy,WetookSinaWeib
4、oassampletoanalyzethemarketingmodeofnewspaperWeiboinnowadaysChina.Intextualanalysisandcasestudy,wewouldliketofigureoutthemainchallengestonewspaperWeiboandtheircausesandsolutions.Firstofall,aftercomparedthespaceopenness,userrelationshipandcommunicationmodeamongeellphone,SNS,bl
5、og,IM,wegottheconclusionthatWeibohasthreeuniquecharacteristics:personalportal,stronginteractionandsocialization.Basedonthethreecharacteristics,marketingofWeiboalsopossessesthecommunicationcharacteristicsofpersonalization,interactivityandsocialization.Accordingtothese,Wefinall
6、yfiguredoutthreemarketingadvantagesofnewspaperWeibo:lOWcosttocreatepersonalizedmarketingchannel,all—directioninteractionbetweenreadersandtheplatformandflexibilityincrisismanagement.Inaddition,accordingto0111;textualanalysis,wefoundthreebasicmethodswhichareusedincurrentmarketi
7、ngofnewspaperWeibo:1)personalizationmarketingwhichiSmainlyusedincontentandtheapplicationofmobileterminal,2)interactionmarketingwhichisusedincommunicationbetweenreadersandplatformand3)relationshipmarketingwhichisusedinkeepinggoodrelationshipbetweenreadersandadvertisers。Basedth
8、eanalysisandpreviousresearches,Wealsofiguredoutseveralmainchallenges