“微营销”的营销实践与人际关系网络的构建

【作者】 周翔；

【导师】 蔡勇；

【作者基本信息】 云南大学 ， 新闻学， 2015， 硕士

【摘要】 在互联网时代下,网络技术的成熟与更为普遍的应用,使得营销手段在网络中开始广受关注和推广,网络营销开始出现和发展,各种电商应运而生。随着网络分众化、小众化的发展趋势越来越明显,更为微观层面的移动终端平台和交互运用相继出现,为网络营销的发展带来了新的发展途径。本文主要的研究对象是随着“微博”、“微信”等自媒体出现并迅速普及之后带来的一种新型的营销模式——“微营销”。首先文章运用大量的案例对“微营销”的营销模式进行阐释和梳理,通过实证研究和文献研究相结合的研究方法,重新界定了“微营销”的概念及其含义,并厘清“微营销”这一营销方式的传播特点。在此基础上,本文对“微营销”的传播模式进行了梳理,从传播者、传播渠道、受众、传播内容等方面将“微营销”的各个传播组成环节进行具体分析,通过与传统营销方式和大众传播媒介为途径的营销活动进行对比研究,梳理“微营销”的传播模式特点。最后,通过消费者心理、受众选择等方面的理论知识对“微营销”的营销传播活动中比较特别的一点进行具体分析,即人际关系的构建与“微营销”活动之间的关系。通过以上研究,文章得出“微营销”活动中人际关系是主导消费者或受众选择商品的关键性因素,认为人在社交封闭性较强的自媒体环境下,良好的可信赖的人际关系能够降低消费者或受众的感知风险,使得他们更愿意去通过“微营销”手段进行购物。而人际关系网络的构建也是促使“微营销”的传播活动有效进行的重要因素,并基于此提出“微营销”营销活动的发展前景。更多还原

【Abstract】 In the Internet age, the maturity of the network technology and the more common of the application, making marketing begin to widely attention and promotion in the network, with the network marketing appearing and developing, a lot of kinds of electrical contractor arise at the historic moment. Along with the network development trend of the niche and focus more and more obvious, more micro level of mobile terminal platform and interaction using the successive, brings new development way for the development of network marketing.In this paper, the main research object is a new marketing method which is named "micro-marketing", somthing beyond the widely use of a kind of new self-media such as "weibo" and "micro letter" shows up. First of all, the article uses plenty of cases to explain and comb it’s marketing model. Through the way of combining the empirical research to Literature research, the paper redefines the meaning of "micro-marketing", and finds out it’s Transmission characteristics. On the base of this, the article combs the transmission mode about "micro-marketing", which froms some ways like communicators, Communication channels, the audience and Delivering content. It in particular analyses every link of the transmission mode. By the The comparative study between the traditional marketing way and the way beyond the media of mass communication, combs the the characteristics of "micro-marketing". At last, through the study of the Consumer psychology and the choice of audience etc. analyses the relationship between the construction of interpersonal relationships and the actives of "micro-marketing" in particular.Through the research above that, the article concludes that "marketing" activities of the interpersonal relationship is the key which factor dominates the consumers or audience choosing goods, think that under the environment of self-media which social closure is strong, good reliable relationships can reduce the perceived risk of customers or audience, make them more willing to go shopping through the "micro" marketing tool. And interpersonal network construction is also driving the spread of "marketing" activities effectively, based on this, the paper puts forward the prospects of the development of "marketing" marketing activities.更多还原