品牌的自媒体传播研究

【作者】 杨静；

【导师】 李名亮；

【作者基本信息】 上海师范大学 ， 传播学， 2012， 硕士

【摘要】 媒介技术的发展速度和革新力度总是超乎人们的想象。2011年，微博一跃成为我国最具影响力的网络应用。微博的发展壮大不仅表现在用户数量的激增，还表现在它迅速渗透到了社会生活的各个方面，如个人观点表达及心情琐事的抒发、社会新闻及公共事件的传播、企业的品牌营销传播、政府政务公开等等。这一现象也从侧面反应出：以微博为典型应用的自媒体在人们的日常生活中发挥着不可忽视的作用，它正在潜移默化地改变着我们的信息传递与接收习惯。自媒体的影响力源于其开放、参与、互动的特点，在自媒体环境下人人都是传播者，人人都能成为传播的中心。对于品牌传播来说，这既是机遇又是挑战。如何应对这种全新的媒介技术带来的变革；在全民皆传者的媒介环境下，如何顺利地与目标受众进行情感沟通，均是品牌所有者面临的难题。为帮助品牌所有者深入了解自媒体，合理运用自媒体进行品牌传播，本文在系统分析自媒体传播特性及优势的基础上，分别针对品牌的传播方式、传播者、传播内容等方面探索相关策略，以供企业参考。全文首先从学理的层面论述了品牌传播内涵，认为品牌传播的核心要求是与消费者进行情感沟通；然后从传播者、传播过程、传播内容和传播效果等方面探讨自媒体的传播特性。在第三章，通过对相关数据的分析可以发现，如今品牌传播的媒介环境已经发生了巨大的变化，传统媒介环境下的品牌传播方式已经不能满足受众日益多样化和个性化的需求。通过与传统媒介及门户网站的对比，可以发现，运用自媒体进行品牌传播具有诸多优势，如互动、体验、便捷等等，自媒体的这些优势为品牌传播带来了机遇。文章的第四章从传播方式、传播者、传播内容等方面论述了品牌的自媒体传播策略，并辅以相关案例分析说明。第五章首先提出现阶段品牌的自媒体传播实践中存在的问题，如企业观念保守、自媒体利用率低、恶性营销现象严重等；然后主要针对运用自媒体进行恶性营销问题做了重点分析，从理论和实践层面分析了网络恶性营销传播效果的形成机制与危害。本文认为网络恶性营销现象形成的关键在于企业缺乏大局意识，社会责任感薄弱，因此要彻底遏制这种现象，除了完善相关法律法规外，最重要的是企业加强自律，重视社会责任。更多还原

【Abstract】 The development of media technology is very fast, and itsinnovation efforts always beyond the peoples imagination. In2011, themicroblog has been the most influential web application in China.Besides increasing numbers of users, microblog has been penetrated inour social life rapidly and it is playing an important role. This results showsthat, the we media which takes the microblog as typical application ischanging our habits of information transmission and reception silently.The we media is open and interactive, and in this new mediaenvironment everybody is peddler. These Characteristics of the wemedia brings both opportunities and challenges to brandcommunication: such as how to deal with those changes brought bynew media technology? How to communicate with the targetaudience in this media environment? The situation presents brandowners with many problems.In order to let brand owners deeply know the we media and usethe we media to brand communication reasonably, this papersystematically analyze the we media transmission characteristics andadvantage, then tries to find some brand communication strategieswith the we media to brand owners.First this paper discusses the brand connotation and corerequirements of brand communication from the academic angle. Then,it discusses the propagation characteristics of the media in many ways,such as communicators, communication process and communicationcontent and communication effect. In chapter there, through theresearches we can found, the media environment of brandcommunication has undergone great changes, and the traditionalbrand communication mode can’t meet the needs of the audience.Compared with the traditional media and web portal, the we media is interactive, experiential, and very convenient. Those advantages bringlots of opportunities to the brand communication. The brandcommunication strategies with the we media is discussed in chapterfour. Those strategies aimed at these ways: brand communicationmode, communicator, and communication contents. Chapter fivefirstly presents problems of brand communication with the we media inpractice, and then mainly analyzes issues of malignant marketing withthe we media. This part mainly analyzes formation mechanism, hazardsof malignant marketing, and puts forward relevant measures. Theauthor believes that, the key reason for malignant marketing with thewe media is enterprises themselves. In order to solve this problem,enterprises must become the business ethics, and gradually turned intoself-discipline.更多还原