腕表類新媒體行銷策略研究 —以F自媒體為例

Abstract

在移動網路發展起來之後，人們的社交方式也出現了很大的變化，各種新媒體也就不斷地湧現出來。新媒體可以為使用者創建和傳播內容提供支援，這不僅僅為用戶提供了一個參與互動的平臺，而且，這也是進行宣傳和推廣的重要管道，充分體現出了大眾享有資訊的共用權的特點。新媒體的發展可以讓每一個人能夠參與到一個事件、一個話題中，通過彼此之間的資訊分享。現在新媒體已經進入了主流媒體領域，特別是在自媒體發展起來之後，這在一定程度上促使市場行銷的發展有了新的目標和方向，一些品牌的戰略也就從傳統的單向行銷轉到了互動行銷中，新媒體平臺中，具有著百分百的到達率和百分百的曝光率等特點，這也就為新媒體的發展帶來了很大的機遇，進一步提升了新媒體的發展品質和水準。 本文以F自媒體為研究物件，深入分析了其現有的內容行銷模式中的SWOT分析，結合行銷市場的分析，制定了相應的發展對策，有效的提升了新媒體行銷的水準和品質。而且，在研究過程中，針對F自媒體的實際情況分析，設計出了一套符合其實際需求的媒體行銷方案，不僅僅為解決F自媒體的行銷發展問題提出了對應的解決措施，也為其他自媒體的應用也提供了支援與保障措施。本文選擇F自媒體作為研究對象，主要的原因是其具有代表性，而且，作為腕表類新媒體的代表，其發展的現狀和環境變化都可以體現行業發展的基本規律，結合對於F自媒體的研究，可以有效地提升其他自媒體軟體的借鑒效果。 本文的研究中採用了案例研究法和文獻綜述法，從當下自媒體的發展環境入手，結合F自媒體的SWOT分析，從比較全面的角度認識到了F自媒體在行銷過程中的現狀，從F自媒體的市場發展需求的角度，制定了相應的對策，為進一步提升F自媒體的行銷品質提供支援，同時，也構建了一套切實可行的新媒體的行銷方法，為社會自媒體的行銷管理工作的開展提供支援與保障。

With the development of mobile network, people's social ways have changed greatly, and various social media have emerged. Social media can provide support for users to create and disseminate content, which not only provides a platform for users to participate in interaction, but also allows everyone to create and share their own new, fully reflecting the characteristics of the public enjoying the right to share information. The development of social media can enable everyone to participate in an event, a topic, and share their lives and opinions with each other in anger. Now social media has entered the mainstream media field, especially since the development of media, which to a certain extent has promoted the development of marketing to a new goal and direction. Some brand strategies have also shifted from traditional one-way marketing to interactive marketing. Social media platform, with a hundred percent. The characteristics of arrival rate and 100% exposure rate also bring great opportunities for the development of social media, and further improve the quality and level of social media development. In this paper, F self-Media as the research object, in-depth analysis of its existing marketing model in the status quo and environmental analysis, combined with the analysis of the marketing market, formulated the corresponding development strategies, effectively improve the level and quality of social media marketing. Moreover, in the course of the research, according to the actual situation of F self-media, a set of media marketing plan is designed to meet its actual needs. It not only solves the marketing development problems of F self-media, but also provides support and guarantee measures for other self-Media applications. This paper chooses F self-Media as the research object, the main reason is that it is representative. Moreover, as the representative of wrist watch social media, its development status and environmental changes can reflect the basic law of industry development. Combining with the research of F self-media, it can effectively improve the reference effect of other self-Media software. 。 In this paper, case study method and literature review method are used. Starting from the current development environment of self-media, combined with SWOT analysis of F-media, the current situation of F-media in the marketing process is recognized from a more comprehensive perspective. From the perspective of market development demand of F-media, the corresponding countermeasures are formulated to further develop F-media. To improve the marketing quality of F self-Media to provide support, at the same time, it also constructs a set of practical marketing methods of social media to provide support and guarantee for the development of marketing management of social self-media.