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移动互联技术的迅猛发展使传媒生态发生了巨大变化,社交媒体、自媒体开始步入网络传播的聚光灯下。这一变革自然深刻影响着企业营销的观念、路径和模式。通过对微博、微信和各种入驻号为代表的社交媒体平台的研究观察,企业营销在路径上呈现个体化、多元性、低门槛、便捷性、圈群化等特征,当下又从注重“两微一端”营销逐渐演变为“有流量处即有内容”的分发流量营销。营销模式方面则更关注“整合营销”“圈群营销”“网红营销”“精准营销”等创新策略。
With the rapid development of mobile Internet technology, the ecology of the media has undergone tremendous changes. From the media, social media has started to enter the spotlight of internet communication. This change naturally profoundly affects the concept, path and mode of enterprise marketing. Through the research on social media platforms represented by Weibo, WeChat and various kinds of accession numbers, the characteristics of individual marketing, diversification, low threshold, convenience, The “two ends” marketing has evolved into a distribution traffic marketing that “has content at the moment”. Marketing model is more concerned about “integrated marketing ” “circle marketing ” “network red marketing ” “accurate marketing ” and other innovative strategies.