基于网络推手的微博营销模式

基于网络推手的微博营销模式重庆大学硕士学位论文（学术学位）学生姓名：李想指导教师：杨尚鸿教授专业：传播学学科门类：文学重庆大学新闻学院二O一二年十月BasedonInternetMarketerofMicro-blogMarketingModeAThesisSubmittedtoChongqingUniversityinPartialFulfillmentoftheRequirementfortheMaster’sDegreeofLiteratureByLiXiangSupervisedbyProf.YangShanghongSpecialty:CommunicationCollegeofJournalismofChongqingUniversity,Chongqing,ChinaOctober,2012重庆大学硕士学位论文中文摘要I摘要由于便捷的操作方式和出色的实时更新能力，微博在众多的网络应用形式中脱颖而出。这个被称之为“最有竞争力的蜂窝式营销阵地”的新平台，正逐渐被商家和企业所关注和重视。越来越多的企业和个人开始加入“织围脖”的阵营中，网络推手更是其中的佼佼者，他们用包装和推出网络红人和网络热门事件为跳板，在推广过程中利用隐含其中的商机，并探索在这个新平台上展开营销攻势，获取经济利益。新形势下，网络推手生产出来的新的媒介文化，被资本和市场加以利用。越来越多的“网络推手”被大公司大企业吸收成为专门的市场营销部门，推手们正逐渐被一个更现代、更商业化的模式所收编，已经成为一种新型的“营销模式”。从性质上看，微博营销属于网络营销的一种。而微博营销建构在第三方平台上，它的信息传播是碎片化的，这意味着它是一种补偿性营销，不可能替代其他的营销方式。尽管如此，边际成本降低与有效信息增加，成为微博营销最大的亮点，微博能够把论坛、博客、视频、新闻，很好的聚合到话题平台上，达到了品牌营销和效果营销的两个层次。从社会意义上说，微博也接过了担当公共领域的重任，成了弱势群体表达利益诉求的几乎唯一顺畅通道。然而，推手利用微博进行广告或公关推广，本身就带有大众的排斥性。如何在这种营销手段公开化之后，更好的使用影响力，精明的推广技巧最值得关注。本文结合多个营销案例，从传播学和微观经济学角度对微博的核心竞争优势以及网络推手的创新营销策略进行初步研究。无法否认，微博营销也存在诸多问题，娱乐至上、内容深度缺失，营销无深度；真伪莫辨、良莠不齐，营销无信度；而在现实世界中社会资本越高的人，在微博中也越容易得到关注和追捧，这也给网络推手带来营销难度。而直接买卖微博僵尸粉丝的生意，则进一步恶化了微博营销行业，扰乱了整个行业的健康发展。要防止恶意网络推手的不良影响，一方面受众要习惯于信息源从单一变为多重，由权威信息源变为分散再走向整合的过程。受众的媒介素养要在锻炼中不断提高，另一方面，政府也要以法律与技术为辅助，规范网络推手市场。关键词：网络推手，微博，微博营销重庆大学硕士学位论文英文摘要IIABSTRACTDuetotheconvenientmodeofoperationandexcellentreal-timeupdatecapability,micro-bloginnumerousnetworkapplicationtalentshowingitselfintheformof.Thisisknownasthemostcompetitivecellularmarketingpositionofthenewplatform,graduallybybusinessesandenterprisesconcerned.Moreandmoreenterprisesandindividualsjoinedmicro-blog,internetmarketeristheleader,theyusepackagingandlaunchwebandnetworkeventsasaspringboard,speculationintheprocessusinghiddenopportunities,andexploreinthisnewplatformtolaunchamarketingcampaign,obtaineconomicbenefits.Underthenewsituation,InternetMarketerproducedthenewmediaculture,capitalandmarkettouse.MoreandmoreoftheInternetMarketerisbigbusinessabsorbedintospecializedmarketingdepartments,pusheraregraduallybeingamoremodern,morecommercialmodeltoincorporate,hasbecomeanewmarketingmode.Onthenature,micro-blogmarketingisakindofnetworkmarketing.Whilethemicro-blogmarketingconstructioninthethirdpartyplatform,itsdisseminationofinformationisfragmented,whichmeansitisacompensatorymarketing,can'treplaceothermarketingmethods.Nevertheless,themarginalcostreductionandeffectiveinformationincreased,becomethebiggesthighlightofmicro-blogmarketing,blog,forum,micro-blogtovideo,news,goodpolymerizationtothetopicoftheplatform,thebrandmarketingandmarketingtwolevels.Fromasocialsense,micro-blogalsotookoverasthepublicareasofthetask,thevulnerablegroupstoexpresstheirconcernsalmostuniquesmoothchannel.However,usingmicro-blogadvertisingorpublicrelationspromotion,isapopularrejection.Inthismarketingmeansopen,howtobetteruseofinfluence,shrewdmarketingtechniques,themostworthyofattention.Thispapercombinesmultiplemarketingcase,fromthedisseminationofscienceandmicroeconomicsperspectiveonmicro-blogcorecompetitiveadvantagesaswellasInternetMarketerinnovationmarketingstrategyof.Can'tdeny,micro-blogmarketingtherearealsomanyproblems,supremacyoftheentertainmentcontentanddepth,lackofmarketing,nodepth;cannotdistinguishbetweenrealandfalse,uneven,somegoodandsomebad,marketingwithoutreliability;andintherealworldofsocialcapitalishigh,inmicro-blogisalsoeasiertogetattention重庆大学硕士学位论文英文摘要IIIandpursue,whichalsobringsdifficultytointernetmarketermarketing.Directsaleofmicro-blogzombiefansbusiness,furtherdeteriorationofmicro-blogmarketing,disturbingthehealthydevelopmentofthewholeindustry.TopreventmaliciousInternetMarketeradverseeffects,ononehandtheaudiencetogetusedtochangedfromsingletomultiplesourcesofinformation,thesourceofauthoritativeinformationtodispersetotheintegrationprocess.Theaudiencemedialiteracyinexerciseenhancesunceasingly,ontheotherhand,thegovernmentshouldbelegalandtechnicalsupportforInternetmarketer,normativemarket.Keyword：Internetmarketer，Micro-blog，Micro-blogmarketing重庆大学硕士学位论文目录IV目录中文摘要..........................................................................................................................................I英文摘要........................................................................................................................................II1绪论...........................................................................................................................................11.1研究背景和意义...................................................................................................................11.2国内外研究现状...................................................................................................................21.2.1微博及微博营销的研究现状....................................................................................21.2.2网络推手的研究现状................................................................................................31.3研究框架...............................................................................................................................31.4研究目的..............................