摘要网络技术的日新月异、市场竞争的复杂莫测，使得web2。0支持下的社会化媒体迅速崛起，以其精准化、个性化和互动化的传播模式覆盖到亿万受众。企业在新媒体蓬勃发展的时代开始纷纷重视利用社会化媒体进行市场营销，运用大数据、云储存等新兴科技，聚合各类信息资源，获得相关的社会和经济效益。“粉丝”作为过去自娱自乐的亚文化圈子，逐步发展成一种自组织、可循环的商业性平台，并衍生出一种新的营销模式——“粉丝”营销。本文通过对营销传播理论的归纳和解读，以及对“粉丝”这一群体的探究，在多个营销案例的支撑下，尝试在营销传播的视野中对“粉丝”经济和文化做结合性的分析，以明确其价值、短板和未来趋势，为引导正确的大众文化消费提出建议。73283

毕业论文关键词  营销传播，“粉丝”文化，“粉丝”经济，“粉丝”营销传播

毕 业 论 文 外 文 摘 要

Title   Research on the Phenomenon of “Fans” in  the Field of Marketing Communication               

Abstract The change of network technology with each passing day and the complex of market competition make the social media rise rapidly under the support of web2。0, with its accurate, personalized and interactive communication mode to cover millions of audience。 In the era of vigorous development of new media, enterprises begin to pay attention to the marketing with the social media。 By applying big data, cloud storage and other new technologies, aggregating all kinds of information resources, obtain relevant social and economic benefits。 In the past,    “fans” has been considered as the entertaining circle of sub culture, but now it has gradually developed into a self-organizing, circular commercial platform, and derived a new marketing mode – “Fans” Marketing。 This paper try to analyze the “Fans” economy and culture from the perspective of Marketing Communication through the induction and interpretation of the theory of Marketing Communication and the research on the group of “fans”, in order to make clear the value, short board and future trends of “Fans” Marketing Communication, and make recommendations to guide the correct consumption of popular culture under the support of some marketing cases。

Keywords  Marketing Communication, “Fans” Culture, “Fans” Economy, “Fans” Marketing Communication

目   次

1  引言 1

1。1  研究背景及意义：“粉丝”营销传播的现在和未来 1

1。2  研究内容及方法 1

2  营销传播的理论与演进 3

2。1  传播的定义、特点及过程 3

2。2  营销传播的定义及发展历程 3

2。3  整合营销传播 4

2。4  新媒体时代的特色营销传播 6

3  “粉丝”群体的前世今生 8

3。1  “粉丝”的发展历程 8

3。2  “粉丝”社群的特征探析 9

3。3  “粉丝”文化的创意解读 10

4  “粉丝”营销传播模式的探究