欢迎来到天天文库
浏览记录
ID:34290965
大小:7.18 MB
页数:41页
时间:2019-03-04
《企业微博消费性传播特征探究》由会员上传分享,免费在线阅读,更多相关内容在教育资源-天天文库。
1、⑧硕士学位论丈MASTER‘STHESlSAbstractEnterprisemicro—blog,mainlyreferstotheenterprisewhichsubmitstherelevantdocumentstoSina,Tencentandotherportals,inordertoestablishtheofficiallyrecognisedoperationmicro—blog.Enterprisesattractspecificcustomers,interact谢mthenetizenaudiences,accesstoconsumerinformati
2、onfeedbacktimelythroughmicro—blogplatform,SOtlleycangraspconsumertrends,buildbrandimageinthebenigncommunication,andbuildupfineloyalties试tllconsumers.Atthesametime,theenterprisemicro-blog’Spurposeandintentionareclearfromthepo硫ofconsuptionculture,Itspreadcommunicationandsemiotictheoryintoprac
3、ticeperfectly,variousprovocativewords,pictures,videoandtextwithadditionalnetworklinksareusedtoleadtheaudienceintothethe”paradise”ofconsumption.Atthistime,theenterprisemicro-bloghasbecomea”mobilization”oftheconsumptionsocietylivinguptoit’Sname,andhasuniquecharacteristicsoftheconsumercommunic
4、ation.Thisarticleattemptstostartfromtheangleofthecommunicationandtheconsumptionculture,regardstheconsumercommucationcharacteristicsofenterprisemicro—blogshownasabreakthroughpoint,analyzesexistingproblemsandinfluencestotheenterprisemicro·blogaudience,thenrecommendsgoodideastopromoteheathydev
5、elopmentoftheenterprisemicro—blog.Thispaperisprimarilydividedintosixparts.Firstly,outlinethehistoryandcurrentsituationofconsumercommunicationcharacteristicsoftheenterprisemicro-blog;secondly,interprettheenterprisemicro—blogunderconsumersociety,thetwoareinextricablylinked;thethirdpartanalyse
6、sthereasonofenterprisemicro-blogconsumercommunicationcharacteristics’produce,therearefourfactors:technical,enterpriseownneeds,publicdemandsandenterprisemicro—blogprovidingcoexistencespacefortheconsumercommunity;thenintroducetheperformanceofenterprisemicro-blogconsumercommunicationcharacteri
7、stics;Thefifthpartmainlyshowsthatenterprisemicro-blogconsumercommunicationcharacteristicshaveagreatinfluenceonenterprisesandaudiences;finally,reasonableproposalsaregivenfortheenterprisemicro-blogwhichslideintoconsumerpropagationcharacteristicsabuses.Keyw
此文档下载收益归作者所有