报纸微博营销-研究

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1、硕士学位论文AbstractWiththeadventofWeb2．0Age，survivalanddevelopmentofnewspapermediahasfacedmoreandmorethreatsandchallenges．Weibo，asuccessfulmodelofsocialmedia，hasbeenprimarilyusedindigitizationofnewspapers．Incurrentstudy，WetookSinaWeiboassampletoanalyzethemarketingmodeofnewsp

2、aperWeiboinnowadaysChina．Intextualanalysisandcasestudy，wewouldliketofigureoutthemainchallengestonewspaperWeiboandtheircausesandsolutions．Firstofall，aftercomparedthespaceopenness，userrelationshipandcommunicationmodeamongeellphone，SNS，blog，IM，wegottheconclusionthatWeiboha

3、sthreeuniquecharacteristics：personalportal，stronginteractionandsocialization．Basedonthethreecharacteristics，marketingofWeiboalsopossessesthecommunicationcharacteristicsofpersonalization，interactivityandsocialization．Accordingtothese，Wefinallyfiguredoutthreemarketingadva

4、ntagesofnewspaperWeibo：lOWcosttocreatepersonalizedmarketingchannel，all—directioninteractionbetweenreadersandtheplatformandflexibilityincrisismanagement．Inaddition，accordingto0111"textualanalysis，wefoundthreebasicmethodswhichareusedincurrentmarketingofnewspaperWeibo：1)pe

5、rsonalizationmarketingwhichiSmainlyusedincontentandtheapplicationofmobileterminal，2)interactionmarketingwhichisusedincommunicationbetweenreadersandplatformand3)relationshipmarketingwhichisusedinkeepinggoodrelationshipbetweenreadersandadvertisers。Basedtheanalysisandprevi

6、ousresearches，WealsofiguredoutseveralmainchallengesinmarketingofnewspaperWeibosuchaslackofcreativityincontent，simplicityofinteractionmethodandone·wayrelationshipbetweenthemediaandreadersandadvertisers．Aimedatthesechallenges，Wetableaproposaltoadvancetheeffectivenessfromt

7、hreeperspectives：content，interactionandrelationship．MarketingofnewspaperWeiboisahottopicinmediaindustry．Thus，thisarticleispracticalandsignificantforthedevelopmentofnewspaperWeibo．WehopeitcanhelpthenewspaperWeibotobalancebetweencontentandbrandmarketingandfurthertobringno

8、velexperiencetonewspaperWeiboreadersandfinallyfinishthedigitizationofnewspapers．Keywords：MarketingofWeibo；News