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Microblogging Marketing of Traditional Media

Author: ChangZuo
Tutor: HuangZuoZuo
School: Southwest Jiaotong University
Course: Communication
Keywords: micro-blog micro blogging marketing @New Weekly Sina Weibo
CLC: F274
Type: Master's thesis
Year: 2012
Downloads: 128
Quote: 0
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Abstract


References Mcluhan’s viewpoint "the medium is the extension of man."With the rapid development of the Internet era, the role of the media is more and more obvious, micro-blog appeared to the development of the Internet and an injection of fresh blood.In2009, China appeared the first micro-blog site marks the China has entered the era of micro propagation.At the same time, micro-blog to highlight the function and characteristic, in different areas has aroused great attention.At this stage, in marketing circles, micro-blog marketing has attracted more and more attention of enterprises.As traditional media brand marketing also can be used to complete the micro-blog marketing, this paper aimed at the@New Weekly Sina Weibo case analysis, summed up the@New Weekly micro-blog marketing to strategy and reasons for success, as well as traditional media micro-blog marketing provides the model.The article is divided into three parts, with5chapters.The first part includes the introduction, literature review and the traditional media in the mobile Internet Era: challenges and opportunities.Among them, the first chapter of the Introduction, introduces the research background of this thesis, research content and purpose, as well as the author used research methods and the thesis innovative; Chapter II is a literature study,including the micro-blog, micro-blog marketing and marketing theory based on micro-blog.The third chapter describes the traditional media in the age of the Internet and the circumstances of the micro-blog utilization.The second part introduces the@New Weekly micro-blog marketing situation, including the@new text and content analysis, and its marketing strategy.The fourth chapter is on@New Weekly micro-blog content of research; the fifth chapter of the@New Weekly micro-blog marketing strategy analysis.The third part is the summary of the thesis.According to the above research conclusion.The "new" micro-blog marketing research and analysis, provide a reference to traditional media, to promote China’s traditional media micro-blog marketing development, and puts forward some constructive opinions, and summarize the present research of the defects and deficiencies.

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