移動無線音樂市場營銷研究
發(fā)布時間：2018-11-21 21:07
【摘要】：在3G時代,電信運營商為用戶打造的線上渠道線下渠道結合的立體式互動模式,不僅為用戶提供更多的增值服務,更可以讓音樂歌迷親臨鐘愛的音樂現場,將有數字化傳播的美妙音符再次還原成為最本真的音樂形態(tài)。中國移動通信攜手各大唱片公司,打造全新的音樂營銷模式,使傳統(tǒng)唱片行業(yè)擺脫衰敗的現狀并且煥發(fā)新機。本文從移動無線音樂市場入手,針對無線音樂的特點,通過對無線音樂定義、產品現狀、渠道拓展、環(huán)境發(fā)展等因素的分析和說明,并結合已有的無線音樂研究成果以及實地開展調查的數據分析,對移動無線音樂市場的營銷方式進行分析和研究,主要是結合線上渠道和線下渠道的營銷模式,包括對互聯網渠道、短信營銷、微博營銷、營業(yè)網點營銷、事件營銷、直復營銷、重點目標市場推廣和融合營銷進行了研究分析,并提出下一步的發(fā)展建議,從而實現無線音樂市場持續(xù)保持活力。
[Abstract]:In the 3G era, the three-dimensional interactive model of the combination of online channels and offline channels created by telecom operators not only provides users with more value-added services, but also enables music fans to come to the music scene that they love. The wonderful notes of digital communication will be restored to the most original music form again. China Mobile joins hands with major record companies to create a new music marketing model, so that the traditional record industry to get rid of the decline of the status quo and radiate a new machine. This paper starts with the mobile wireless music market, analyzes and explains the definition of wireless music, product status quo, channel development, environment development and so on, aiming at the characteristics of wireless music. And combined with the existing wireless music research results and field investigation of data analysis, the mobile wireless music market marketing methods are analyzed and studied, mainly combined with the online and offline channels of marketing mode, Including research and analysis on Internet channels, SMS marketing, Weibo marketing, business network marketing, event marketing, direct marketing, key target market promotion and fusion marketing, and put forward further development suggestions. In order to achieve wireless music market to maintain vitality.
【學位授予單位】：四川師范大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：F274;F49
本文編號：2348258
[Abstract]:In the 3G era, the three-dimensional interactive model of the combination of online channels and offline channels created by telecom operators not only provides users with more value-added services, but also enables music fans to come to the music scene that they love. The wonderful notes of digital communication will be restored to the most original music form again. China Mobile joins hands with major record companies to create a new music marketing model, so that the traditional record industry to get rid of the decline of the status quo and radiate a new machine. This paper starts with the mobile wireless music market, analyzes and explains the definition of wireless music, product status quo, channel development, environment development and so on, aiming at the characteristics of wireless music. And combined with the existing wireless music research results and field investigation of data analysis, the mobile wireless music market marketing methods are analyzed and studied, mainly combined with the online and offline channels of marketing mode, Including research and analysis on Internet channels, SMS marketing, Weibo marketing, business network marketing, event marketing, direct marketing, key target market promotion and fusion marketing, and put forward further development suggestions. In order to achieve wireless music market to maintain vitality.
【學位授予單位】：四川師范大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：F274;F49
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