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ID:34162849
大小:7.24 MB
页数:43页
时间:2019-03-03
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1、⑧硕士学位论丈MASTER‘STHESlSAbstractEnterprisemicro—blog,mainlyreferstotheenterprisewhichsubmitstherelevantdocumentstoSina,Tencentandotherportals,inordertoestablishtheofficiallyrecognisedoperationmicro—blog.Enterprisesattractspecificcustomers,interact谢mtheneti
2、zenaudiences,accesstoconsumerinformationfeedbacktimelythroughmicro—blogplatform,SOtlleycangraspconsumertrends,buildbrandimageinthebenigncommunication,andbuildupfineloyalties试tllconsumers.Atthesametime,theenterprisemicro-blog’Spurposeandintentionareclear
3、fromthepo硫ofconsuptionculture,Itspreadcommunicationandsemiotictheoryintopracticeperfectly,variousprovocativewords,pictures,videoandtextwithadditionalnetworklinksareusedtoleadtheaudienceintothethe”paradise”ofconsumption.Atthistime,theenterprisemicro-blog
4、hasbecomea”mobilization”oftheconsumptionsocietylivinguptoit’Sname,andhasuniquecharacteristicsoftheconsumercommunication.Thisarticleattemptstostartfromtheangleofthecommunicationandtheconsumptionculture,regardstheconsumercommucationcharacteristicsofenterp
5、risemicro—blogshownasabreakthroughpoint,analyzesexistingproblemsandinfluencestotheenterprisemicro·blogaudience,thenrecommendsgoodideastopromoteheathydevelopmentoftheenterprisemicro—blog.Thispaperisprimarilydividedintosixparts.Firstly,outlinethehistoryan
6、dcurrentsituationofconsumercommunicationcharacteristicsoftheenterprisemicro-blog;secondly,interprettheenterprisemicro—blogunderconsumersociety,thetwoareinextricablylinked;thethirdpartanalysesthereasonofenterprisemicro-blogconsumercommunicationcharacteri
7、stics’produce,therearefourfactors:technical,enterpriseownneeds,publicdemandsandenterprisemicro—blogprovidingcoexistencespacefortheconsumercommunity;thenintroducetheperformanceofenterprisemicro-blogconsumercommunicationcharacteristics;Thefifthpartmainlys
8、howsthatenterprisemicro-blogconsumercommunicationcharacteristicshaveagreatinfluenceonenterprisesandaudiences;finally,reasonableproposalsaregivenfortheenterprisemicro-blogwhichslideintoconsumerpropagationcharacteristicsabuses.Keyw
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