報紙微博營銷-研究

報紙微博營銷-研究

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時間:2019-03-04

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1、碩士學位論文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

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