本文選題：互聯(lián)網(wǎng)媒體　切入點(diǎn)：傳播　出處：《西北大學(xué)》2012年碩士論文　論文類型：學(xué)位論文

【摘要】：目前我國(guó)互聯(lián)網(wǎng)保持著穩(wěn)定健康的發(fā)展趨勢(shì),從數(shù)據(jù)上來(lái)看我國(guó)網(wǎng)民規(guī)模已居世界第一,但因普及率較低所以增長(zhǎng)潛力還非常巨大。互聯(lián)網(wǎng)的繁榮,也讓互聯(lián)網(wǎng)媒體傳播和影響迅速闖入人們的生活,近幾年來(lái)移動(dòng)互聯(lián)網(wǎng)的迅猛發(fā)展,更是給我國(guó)的媒體整合營(yíng)銷傳播帶來(lái)了變革性的影響。在這種情況下,越來(lái)越多的企業(yè)希望利用互聯(lián)網(wǎng)媒體來(lái)為自己實(shí)現(xiàn)市場(chǎng)價(jià)值,塑造企業(yè)競(jìng)爭(zhēng)力。陜西電信公司是中國(guó)電信股份有限公司在陜西省設(shè)立的省級(jí)分公司,是陜西省內(nèi)主導(dǎo)的全業(yè)務(wù)通信運(yùn)營(yíng)企業(yè)。自2008年成功收購(gòu)CDMA手機(jī)網(wǎng)絡(luò)之后,陜西電信公司的用戶數(shù)增長(zhǎng)年均超過(guò)10%,2012年經(jīng)營(yíng)收入也將超過(guò)75億元,占省內(nèi)的通信市場(chǎng)營(yíng)業(yè)份額將超過(guò)26%。但在陜西電信公司快速增長(zhǎng)的同時(shí),其競(jìng)爭(zhēng)對(duì)手的用戶規(guī)模和業(yè)務(wù)收入也在迅速擴(kuò)大,陜西電信公司依然面臨較大的發(fā)展壓力。因此對(duì)陜西電信公司來(lái)說(shuō),必須緊抓移動(dòng)互聯(lián)網(wǎng)快速發(fā)展窗口時(shí)機(jī),持續(xù)的在自身營(yíng)銷、服務(wù)、品牌傳播方式上進(jìn)行了一系列大膽的改革創(chuàng)新,才能保持快速的增長(zhǎng),獲取競(jìng)爭(zhēng)優(yōu)勢(shì)。所以本文把陜西電信公司如何提升互聯(lián)網(wǎng)媒體傳播效果作為選題。本文從五W傳播管理理論和整合營(yíng)銷傳播理論入手,結(jié)合陜西電信公司目前的互聯(lián)網(wǎng)傳播管理方式和投入等實(shí)際情況,在對(duì)陜西電信公司互聯(lián)網(wǎng)媒體傳播效果不好的原因進(jìn)行綜合分析的基礎(chǔ)上,借助互聯(lián)網(wǎng)媒體整合營(yíng)銷傳播的理論,提出了建立管控體系、優(yōu)化傳播流程、提升傳播效果的創(chuàng)新方案。方案以互聯(lián)網(wǎng)媒體傳播的特性和目標(biāo)客戶的媒體接觸習(xí)慣為根本出發(fā)點(diǎn),從管理結(jié)構(gòu)調(diào)整、互聯(lián)網(wǎng)媒體利用效率、資源投入等多個(gè)方面提出了優(yōu)化建議,并充分利用現(xiàn)代IT管理信息技術(shù),從而在整個(gè)體系上保證了陜西電信公司互聯(lián)網(wǎng)媒體傳播效果的提升。
[Abstract]:At present, the Internet in our country is maintaining a stable and healthy development trend. According to the data, the scale of Chinese Internet users has already ranked first in the world, but because of the low penetration rate, the growth potential is still very large. The Internet is prosperous. In recent years, the rapid development of the mobile Internet has brought about a revolutionary impact on the media integration marketing and communication in our country. In this case, More and more enterprises want to use Internet media to realize their market value and shape their competitiveness. Shaanxi Telecom Corporation is a provincial branch established by China Telecom Company Limited in Shaanxi Province. Since the successful acquisition of the CDMA mobile phone network in 2008, the number of subscribers of Shaanxi Telecom Company has grown by more than 10 yuan per year, and the operating income in 2012 will also exceed 7.5 billion yuan. It will account for more than 26 percent of the communications market in the province. However, while Shaanxi Telecom is growing rapidly, its competitors' user size and business revenue are also expanding rapidly. Shaanxi Telecom is still facing great pressure for development. Therefore, for Shaanxi Telecom, it is necessary to seize the opportunity of the rapid development window of the mobile Internet and continue to market and serve itself. In the way of brand communication, a series of bold reforms and innovations have been carried out in order to maintain rapid growth. Therefore, this paper chooses how Shaanxi Telecom Company to improve the effect of Internet media communication. This paper starts with five W communication management theory and integrated marketing communication theory. Based on the actual situation of Shaanxi Telecom Corporation's current Internet communication management and investment, and on the basis of a comprehensive analysis of the reasons for the poor effect of Shaanxi Telecom's Internet media communication, With the help of the theory of integrated marketing and communication of Internet media, this paper puts forward the establishment of a management and control system to optimize the communication process. Innovative solutions to improve the effectiveness of communication. Based on the characteristics of Internet media communication and the media contact habits of target customers, the scheme is based on the adjustment of management structure and the efficiency of the use of Internet media. Resource input and other aspects put forward optimization suggestions and make full use of modern IT management information technology so as to ensure the promotion of the effect of Internet media communication of Shaanxi Telecom Company in the whole system.
【學(xué)位授予單位】：西北大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：F626

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