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1、AbstractAbstractInitstenyearsofdevelopment,"NewWeekly"hasbeenattheforefrontofChinesejournals.WiththearrivaloftheInterneteraandthedevelopmentofdigitalreading,thetraditionalwayofreading,whichispaperreading,isunderattack."NewWeekly"andtheentireprintmediaindustryareconfrontedwithse
2、verchallenges.Withthedevelopmentofmicroblog,mediaconvergencebringsnewopportunitiestoNewWeekly.@NewWeeklybegantousemicroblogforitsbrandmarketing.Therefore,itisofvalueforboththeSinaWeiboof@NewWeekly,andofficialmicobolgsforotherjournalstostudythebrandmarketingofmicrobloganditsprob
3、lemsinthenewmediaage.Thispaperconsistsoffourparts.Thefirstpartintroducesthebackgroundandcurrentsituationof@NewWeeklymicrobolgmarketing,whichfocusesonitsoperation,content,interactions,presentations,fansfeaturesandreleasetime.Thesecondpartprovidessuggestionson@NewWeeklymicroblogm
4、arketingstrategy,andmakesanalysisofitssuccessfromcontentmarketing,interactivemarketingandemotionalmarketing,andthenitmakesanoverallevaluationofthe"NewWeekly"brandmarketing.Thethirdsectionelaboratestheroleofmicroblogin@NewWeekly’sbrandmarketing,includingitsintegrationwiththepare
5、ntmediaandthepromotionofNewWeeklyimage.Thefourthpartpresentsissuesin@NewWeekly’sbrandmarketing,andprovidesstrategiestoperfectthesystem.Theproblemsexistingareitslackofdepth,decreasedactivity,toomuch“show",andthelackoftwostepflowofcommunication.Thesolutionsaretoachievetheattentio
6、nofkeyusers,whichisthepriorityinthestrategy,andthenfurtherimproveitscontentinnovation,platforminvestment,marketingdiversificationanduserexperienceetc.Keywords@NewWeekly,BrandMarketing,MicroblogII目录目录绪论·············································································
7、·····················································1第1章@新周刊新浪微博营销背景及现状···································································51.1@新周刊新浪微博营销背景··················································································51.1.1互联网及微博的兴起··························
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