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《基于網(wǎng)絡(luò)自媒體平臺(tái)的品牌傳播模式的研究——以微信公眾平臺(tái)為例》由會(huì)員上傳分享，免費(fèi)在線閱讀，更多相關(guān)內(nèi)容在學(xué)術(shù)論文-天天文庫。
1、基于網(wǎng)絡(luò)自媒體平臺(tái)的品牌傳播模式研究以微信公眾平臺(tái)為例6。2品牌自媒體傳播問題的應(yīng)對(duì)策略???????????????57結(jié)j署????????????????????????????????6l參考文獻(xiàn)??????????????????????????．63致謝????????????????????????????????66IVTableofContentsofContentsChapterlIntroduction?????????????????????????．11．1Theresearchb
2、ackgroundandSelectedtopicsignincance????????11．2The代seaMhpurposeandns姐rchmethod????????????．21．3TheresearchstatusandLiteratIlrereview????????????????．3Chapter2NetworkwemediareleVantconceptsdiscussed??????62．1Theconceptofwemediaanditscommunicationcharacteri
3、stics????．62．2Themaint)rpesofwemedia????????????????????????．92．3WeChatpubIicpIatf．orm————Abrandnewwemediatype???????12Chapter3Thebackgroundofbrandcommunication????????163．1TheconceptofbrandandbrandcommunicatioⅡ????????????163．2Thechangesofbrandconlmunicat
4、ionmodes??????????????173．3Therelatedtheoriesaboutthebrandcommunicationbasedonthewemedia???????????????????????????????????．2lChapter4ThebrandcommunicationvaIuesonnetworkwemediaplatfbrm??????????????????????????????．264．1Usageofnetworkwemediaplatfbrmsun，ey
5、??????????????．264．2TheadVantagesofbrandcommunicationonwemediaplatform???．37Chapter5Thebmndcommunicationmodesinwemediatimes??415．1PI．ecisionmarketiⅡgmode????????????????????????¨415．2SerVicemarketiⅡgmode?????????????????????????¨445．3Internetwordofmouthspr
6、eadmode??????????????????．465．4Emotionalcommunicationmode?????????????????????485．5PersonaIizedcommunicationmode???????????????????．．505．6ThesummaDrofthischapter???????????????????????52Chapter6Theproblemsofbrandcommunicationonwemediaandcorrespondingstrate
7、gies??????????????????????546．1Theproblemsofbrandconlmunicationonwemedia?????????．．54V基于網(wǎng)絡(luò)自媒體平臺(tái)的品牌傳播模式研究以微信公眾平臺(tái)為例6．2ThecorrespondiⅡgstrategiesofthesepI．oblems????????????．．57Summary????????????????????????????????．60Refbrence???????????????????????????????
8、?．62Acknowledgements???????????????????????????65VI第一章緒論1．1研究背景及選題意義1．1．1研究背景互聯(lián)網(wǎng)的誕生宣告了媒介發(fā)展進(jìn)入了一個(gè)嶄新的時(shí)代，而隨著數(shù)字技術(shù)和網(wǎng)絡(luò)通信的發(fā)展，更使得互聯(lián)網(wǎng)日益普及，直至成為現(xiàn)代人生活中不可或缺的一部分。近十年來，在web2．0技術(shù)的支持下，博客、播客、SNS社交網(wǎng)站、微博、微信等各種網(wǎng)絡(luò)媒介形式層出不窮，給網(wǎng)絡(luò)傳播領(lǐng)域帶來
