本文選題：自媒體 + 關(guān)系營銷�。� 參考：《西安理工大學》2017年碩士論文

【摘要】：自從李克強總理在兩會上提出了“互聯(lián)網(wǎng)+”戰(zhàn)略以及“大眾創(chuàng)業(yè)、萬眾創(chuàng)新”口號之后,中國正式進入了一個全民創(chuàng)業(yè)的時代。由于中國正處于一個經(jīng)濟結(jié)構(gòu)調(diào)整的關(guān)鍵時期,用互聯(lián)網(wǎng)改造和改進傳統(tǒng)經(jīng)濟,成為了一個重要而又關(guān)鍵的方向。在傳統(tǒng)經(jīng)濟轉(zhuǎn)型的行業(yè)當中,傳統(tǒng)媒體向新媒體的結(jié)構(gòu)轉(zhuǎn)變隨著移動互聯(lián)網(wǎng)的發(fā)展而加速。人們的注意力重心以及獲取新聞的方式不再僅僅是傳統(tǒng)紙媒而轉(zhuǎn)向了手機上的移動資訊APP。陽光車城新媒體網(wǎng)公司就是在這個背景下應(yīng)運而生,旨在做一個汽車類的垂直行業(yè)的媒體化電商,同時陽光車城新媒體網(wǎng)結(jié)合汽車銷售4S店,保險公司,銀行,平行進口車經(jīng)銷商,幫助用戶底價買車,達到一個幫用戶省去買車來回奔波的麻煩,同時給準備購車用戶提供一個最優(yōu)惠購車方案的公司。與陽光車城新媒體網(wǎng)類似,傳統(tǒng)經(jīng)濟與互聯(lián)網(wǎng)的結(jié)合,讓企業(yè)不得不處理各種復(fù)雜的關(guān)系。關(guān)系營銷的核心就是,處理與企業(yè)相關(guān)的關(guān)系方的關(guān)系,同時達到共贏的一個結(jié)果。如何結(jié)合關(guān)系營銷理論和公司現(xiàn)狀,進行關(guān)系營銷分析成為現(xiàn)代企業(yè)市場營銷的關(guān)鍵。本文結(jié)合關(guān)系營銷的關(guān)系市場理論、關(guān)系共贏理論,通過對陽光車城新媒體網(wǎng)的6大關(guān)系市場的分析,得出陽光車城新媒體網(wǎng)最重要的三個市場,然后進行關(guān)系營銷的共贏分析和契合分析,通過分析關(guān)系市場的微觀環(huán)境變化帶來的契機和風險,得出公司的成勢和敗勢。最后結(jié)合4R關(guān)系決策的理論,對公司的關(guān)系營銷決策進行分析,同時得出了陽光車城新媒體網(wǎng)關(guān)系營銷決策實施的建議。本文對陽光車城新媒體網(wǎng)的關(guān)系營銷共贏的研究,對陽光車城新媒體網(wǎng)的發(fā)展有很大的促進作用,同時希望本文也能夠為其他往電商方面變現(xiàn)流量發(fā)展的自媒體,能有一定的指導(dǎo)意義。
[Abstract]:Since Prime Minister Li Keqiang put forward the "Internet" strategy and the slogan "Mass Entrepreneurship, Mass Innovation" at the two sessions, China has officially entered an era of national entrepreneurship. As China is in a critical period of economic restructuring, transforming and improving the traditional economy with the Internet has become an important and crucial direction. In the industry of traditional economic transformation, the structure of traditional media to new media is accelerated with the development of mobile Internet. People's focus and access to news is no longer just traditional print media, but the mobile phone mobile information app. It is against this background that Sunshine Che City New Media Network Company came into being, aiming to become a media ecommerce in the vertical industry of the automobile industry. At the same time, Sunshine Che City New Media Network combined with car sales 4S stores, insurance companies, banks, Parallel import car dealers help customers buy cars at the base price, so that they can save the trouble of buying cars back and forth, and provide the company with the best option to buy cars. Like Sunshine's New Media Network, the combination of the traditional economy and the Internet has forced companies to deal with complex relationships. The core of relationship marketing is to deal with the relationship with the enterprise and achieve a win-win result. How to combine the theory of relationship marketing with the current situation of the company and analyze the relationship marketing has become the key of modern enterprise marketing. Based on the relationship market theory of relationship marketing and the win-win relationship theory, this paper analyzes the six relationship markets of Sunshine Che City New Media Network, and concludes the three most important markets of Sunshine Che City New Media Network. Then, the win-win analysis and fit analysis of relationship marketing are carried out. Through analyzing the opportunities and risks brought by the change of microcosmic environment in the relationship market, the success and failure of the company are obtained. Finally, combined with the theory of 4R relationship decision, the relationship marketing decision of the company is analyzed, and the suggestion of implementing the relationship marketing decision of the new media network of Sunshine Che City is obtained at the same time. This paper studies the relationship marketing of Sunshine Che City New Media Network, and promotes the development of Sunshine vehicle City New Media Network. At the same time, I hope this paper can also realize the development of other self-media for e-commerce. Can have certain guiding significance.
【學位授予單位】：西安理工大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F274;F721

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