新浪微博和豆瓣新媒体营销传播比较研究
关键词 新媒体营销 微博 豆瓣 比较
毕业论文外文摘要
Title Study on the Communication of New Media Marketing—Based on the Comparison of Weibo and Douban
Abstract
With the arrival of web2.0, the traditional marketing has obviously been difficult to meet the needs of the development of the new media era. The personalization of the audience has been promoted,therefore precision marketing becomes necessary and the new media marketing attracts more attention. Due to the complication of the new media marketing platforms,enterprises are confused about the new media marketing.This paper explores the similarities and differences of the new media marketing and traditional media marketing and analysis the characteristics of the new media marketing by using the contrastive methods.It also elaborate the difficulties existing during the communication of the new media marketing by comparing examples on the Weibo and Douban.With the study on the current audiences and the form of the new media marketing,this paper also provide enterprises with some strategic advice.
Keywords New media marketing Weibo Douban comparison
目 次
1. 绪论 5
1.1 课题背景 5
1.2 新浪与豆瓣研究价值 5
1.3 国内外研究现状 6
1.4 研究目的及意义 7
2. 新媒体营销传播特点 8
2.1 新媒体营销传播与传统营销传播的比较 8
2.1.1 受众 8
2.1.2 传播的内容和形式 8
2.1.3 渠道 9
2.1.4 宣传模式 9
2.2 新媒体营销传播特点 9
2.2.1 有效的互动 9
2.2.2 成本低 9
2.2.3 增加了广告创意性 10
2.2.4 精准定位 10
3. 新媒体营销传播现状与问题 10
3.1 新媒体营销传播的渠道 10
3.1.1 搜索引擎 10
3.1.2 网络社区 11
3.1.3 网络视频 11
3.1.4社交网络 11
3.2 新媒体营销传播方式 12
3.2.1 硬性广告 12
3.2.2 软广告 12
3.2.3 原生广告 13
3.2.4 用户生成内容（UGC，user generated content）广告 13
3.3 新媒体营销传播的效果研究 14
3.3.1 以电影《念念》为例 14
3.3.2 以“东风骐达迷笛音乐节”为例 16
3.4 新媒体营销传播的问题 19
3.4.1 缺乏系统有效的策略 19
3.4.2 缺乏受众意识 19
上一篇：城市形象宣传片与城市形象传播
下一篇：新闻客户端类型分析与比较研究