整合行销传播应用于即时传讯软体研究（PDF 100页）

MSNMessengerIMSNMessengerMSNMessengerMSNMessengerMSNMessengerMSNMessengerMSNMSNMessengerMSNMessengerMSNMessengerMSNMSNMessengerIIAbstractWiththeadvancesofInternettechnologies,InternetuserscannotonlydeliverinstanttextmessagethroughtheInstantMessenger(IM),butenhancetheeffectofmessagesdeliveredwithshowinglivelymoodsymbolsorotherpicturesonIM.Moreover,InternetuserscandelivertheirlooksandvoicetootherusersthroughwebcamandmicrophonewithIM,andIMbusinessalsoprovidesconvenientdailyinformationthroughit.Atpresent,Internetusershaven’tbeenchargedwithIMserviceyet,butIMbusinesshasusedthepopularsoftwareonbusiness,includingInternetadvertisementandtheinformationserviceofstrategycooperation.IMplaysseveralrolesasaproduct,informationserviceplat,andmarketingchannel.Itbecomesanewcommercialtool.ThestudytakesMicrosoftMSNMessengerasanappliedempiricalexample.ThepurposeofthisstudyistoanalyzetheMSNMessengermarketingstrategywiththetheorystructureofIMCtoconstructtheintegratedmarketingplanmodelofMSNMessenger;throughthequestionnairesurveyforMSNMessengerusers,thestudyapprovesthemarketingstrategyeffectof“MSNMessengerclub”website,andprovidestheworkablesuggestionsofmarketingstrategyforMSNbusiness.ThestudyfindsthattheMSNbusinessunitishighlyawareofIMC,andittakesintegratedandmultimarketingcommunicationplansonMSNMessenger.Accordingtotheresultoftheanalysis,thesuggestionsofmarketingstrategyincludestoenhancethelong-terminteractiverelationshipwiththeresourcesandstakeholders,andexploremoreoriginallyinteractiveadvertisementsandactivitiestogathertheloyaltyofMSNMessengerusers.Asforthewebsitepromotionof“MSNMessengerClub”,thisstudyalsosuggeststodevelopmorecreativeInternetsuggestionsadvertisementswithinstantmessenger,addthewebsite’shyperlinkonMSNMessengeroraddtheinformationtabservicetoenhancetherelationshipconnectionbetweenwebsiteandsoftware,andMSNcanactivelyconvergeanotherrelatedpicturesresourcestoenrichtheclubwebsite.Keywords:integratedmarketingcommunication(IMC),instantmessenger(IM),MSNMessenger,marketingstrategyIII..................................................................................................................1......................................................................................................1......................................................................................................2..........................................................................................4......................................................................................................5......................................................................................................6..................................................................................7......................................................................................7..............................................................................8....................................................................10MSNMessenger.......................................................................14................................................................................................21................................................................................21........................................................................22............................................................................27....................................................................................29............................................................................32....................................................................................36....................................................................38........................................................................................................39....................................................................................................41............................................................................................42IV............................................................................................45MSNMessenger....................................................................53............................................................................................53MSNMessenger....................................................61................................................................................................63....................................................................................................64........................................................................65MSNMessenger........................69MSNMessenger.......................71MSNMessenger.......................72....................................75..............................................................................................................76MSNMessenger........................................................................76MSNMessenger............................................79......