自媒体品牌推广的创新模式研究
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摘要
品牌推广是提升企业知名度、拓宽营销渠道的重要途径,自媒体则是目前能通过低投入获得高输出的有效推广方式,利用自媒体进行品牌推广是市场的大势所趋。但部分企业在自媒体品牌推广过程中容易陷入误区,不仅未能把自媒体的效能发挥出来,还可能对企业品牌造成负面影响。文章阐述了自媒体品牌推广模式的优势,结合问卷调查的数据分析企业自媒体品牌推广模式存在的缺陷,并提出了相应的对策措施,以期创新企业自媒体品牌推广的现有模式。
Brand promotion is an important way to enhance the visibility of enterprises and expand marketing channels. "We media" is an effective way to promote high output through low input at present. It is the general trend of the market to use "we media" for brand promotion. However, some enterprises are prone to be misled in the brand promotion process of "we media", which not only fails to give full play to the effectiveness of "we media", but also may cause negative impact on enterprise brands. This paper expounds the advantages of "we media" brand promotion mode, analyzes the defects of enterprise "we media" brand promotion mode based on questionnaire data, and puts forward corresponding countermeasures, in order to innovate the existing mode of enterprise "we media" brand promotion.
Brand promotion is an important way to enhance the visibility of enterprises and expand marketing channels. "We media" is an effective way to promote high output through low input at present. It is the general trend of the market to use "we media" for brand promotion. However, some enterprises are prone to be misled in the brand promotion process of "we media", which not only fails to give full play to the effectiveness of "we media", but also may cause negative impact on enterprise brands. This paper expounds the advantages of "we media" brand promotion mode, analyzes the defects of enterprise "we media" brand promotion mode based on questionnaire data, and puts forward corresponding countermeasures, in order to innovate the existing mode of enterprise "we media" brand promotion.
引文
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[4]企鹅智酷.2017中国自媒体全视角趋势报告[EB/OL].http://www.sohu.com/a/126967642_470086,2019-04-02.
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[2]微博.微博三季度月活跃用户达4.46亿同比净增长7000万[DB/OL].http://www.cnki.com.cn/Article/CJFDTOTAL-CS-DB201812042.html,2019-04-02.
[3]中国产业信息网.2018年中国微信登陆人数、微信公众号数量及微信小程序数量统计[DB/OL].http://www.chyxx.com/industry/201805/645403.html,2019-04-02.
[4]企鹅智酷.2017中国自媒体全视角趋势报告[EB/OL].http://www.sohu.com/a/126967642_470086,2019-04-02.
[5]龙桂杰.企业自媒体的营销传播策略[J].新闻与写作,2015(09):110-112.
[6]邵晓.企业自媒体的方法论[J].决策,2014(10):62-63.