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直播风潮来袭,航空公司如何建立起新媒体营销矩阵

来源:欢乐彩_欢乐彩票-老品牌最信誉 民航资源网 作者: 李明业 2019-05-12 09:47:21 欢乐彩来说两句(1)

专业分类经营管理 文章编号】27-2020-0047

  

欢乐彩  covid-19yiqingdangqian,xiaofeizhechuxingshouxian,jishitishangyedailaizhongchuang。yinxuyaotigongmianduimiandehuanlecai,jiaotongyunshu、jiudian、canyin、zhusuhelvyoudenghuanlecaiyeqiyeshoudaodeyingxiangyouweiyanzhong。shoudaoyiqingdeyingxiang,weilebimianyinjinjulijiechuerganranbingdu,xiaofeizhejianshaochuxing,wujiechushihuanlecaidedaoguangfanyingyong,bingcushixianshangshangyedeliuliangbaozeng。yiqingdeheitianeshijian,yinbaolexianshangjingjidegaosufazhan,shitishangyekaishidatongxianshangxianxiaqudao,xunzhaoxindeyewuqijijizengzhangdian。zai5gtongxinjishudejiachixia,wangluomeitidechanyelianyezaidiedai,xiangzhechanyegengshenchuyanshen。zhibodaihuodefengchaodailaile2020niandexinfengkou,ruheliyongxinmeiti,dazaozaixiandeyingxiaotixi,jianlixinlingshouyingxiaomoshi,duiyuhangkonggongsilaishuoshitiaozhanyeshijihui。

  一、新媒体引发的信息传播方式变革

  renleidechuanboshiyuanyuanliuzhang。congrenjikoutouchuanbo,daojieshengjishi,congfenghuotaideyanzhu,daobaozhidedansheng,dazhongchuanmeidefazhanjinglilemianmianshuqiannian。jinruershishiji,meitidefazhanrixinyueyi,chuanboguangduheshenduyexunsutuozhan。shanggeshijizhichu,diantaiguangbocongtouruyunyongdaopuji5000wanrenqun,hualejin40niandeshijian;suihou,dianshidepujiyongle13nian;shangshijimo,yintewangyongle5nianshijianpujituiguangzhiji5000wanyonghu;jinruershiyishiji,tuozhanzhi5000wanyonghuweiboyongle14geyue,weixinyonglebudao1nian。

  tuyi: sizhongmeitidadao5000wanshouzhongsuoyongdeshijianzhouqi

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欢乐彩  zaiguoquhenzhangyiduanshijianli,baokan、dianshi、guangbodengshirenmenhuodexinxidezhuyaofangshi,tongguochuantongmeitifengfudebiaoxianxingshi,renmendeyilejiexinwenshishi、yuqingyulun、shangyexinxi,bingjinxingyulexiaoqian。dingqijieshoumeitixinxi,yijingshirenleishenghuofangshidezhongyaozuchengbufen。hulianwangtourushiyongyilai,meitichuanboxinxidequdaohefangshifashenglezhongdagaibian,xinxichuandidesuduhefugaifanweidedaoledafutisheng。eryidongtongxinjishuhezhinengshoujidetourushiyong,shiderenmenbuzaiyilaiyuchuantongmeitidechuanbojiezhi,keyitongguobijibendiannao、pingbandiannao、shoujidengyidongduanshebeisuishisuididehuoqugeleimeitixinxi,jieshouzixunzaiyemeiyouleneironghebianjiedexianzhi。

  (一)新媒体的发展演进

  1967nian,meiguogelunbiyaguangbodianshiwang(cbs)jishuyanjiusuosuozhanggeerdemake(p.goldmark)zaiqifabiaodeyifenguanyukaifaevrshangpindejihuazhonglvxiantichulexinmeiti(new media)gainian,zhuyaozhibaokan、guangbo、dianshidengchuantongmeitiyihoufazhanqilaidexindemeitixingtai。1969nian,meiguochuanbozhengcezongtongtebieweiyuanhuizhuxie·rostowzaixiangnikesongzongtongtijiaodebaogaoshuzhong,yeduochushiyongle“new media”yici。ziciyihou,xinmeitiyicikaishizaiquanqiufanweiliuxingbingyanyongzhijin。

  wuyongzhiyi,xinmeitishixiangduiyuchuantongmeitieryande,shidisancigongyegemingzhongtongxunjishushengjisuodailaidexinxichuanshuhejiezhibiangechanwu。anzhaodangqianyeneiduixinmeitidedingyi: xinmeitishiliyongshuzijishu,tongguojisuanjiwangluo、wuxiantongxinwang、weixingdengqudao,yijidiannao、shouji、shuzidianshijidengzhongduan,xiangyonghutigongxinxihehuanlecaidechuanboxingtai。yinci,huanlecaiyejiangxinmeitichengweishuzimeiti。yi1994nianzhongguojieruhulianwangweishijianqidian,huanlecaiguoshuzimeitijinglilehulianwangfazhandesancilangchao。tongguoshulihulianwangdefazhanyanjin,huanlecairenweizhongguodeshuzimeitijinglileyixiasigefazhanjieduan:

  tuer: zhongguodeshuzimeitifazhanyanjinshijianbiao

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  门户网站时代(1994年-2001年)。1997年开始,以人民网为代表的门户网站开始逐步创立并发展,新浪、网易、新华通讯社网站(后更名新华网)等中央级新闻门户与上海热线、武汉热线等地方门户逐步建立起来,开启了中国互联网的门户网站时代。

  自媒体时代(2001年-2009年)。博客网的成功融资带动Web2.0时代的到来。在这一时期,MSN、BBS、博客等多种网络媒体形式得到发展,网络媒体的影响力迅速提升,网民主导网络文化发展的格局开始形成。

  社交媒体时代欢乐彩(2009年-2016年)。社交网络欢乐彩(Social Networking Services,简称SNS)网站逐渐兴起,微博、微信等社交媒体的崛起将中国互联网带入即时传播时代。智能手机的普及、移动互联网的发展促使大量网民从PC端转向移动终端,手机网民快速增长,迫使门户网站将业务重心转移到移动终端,新闻推送成为媒体信息传递的常规机制。

  智能媒体时代欢乐彩(2016年-)。网络社交媒体使得每个人不但变成信息的接收者,同时也成为了继续传播者。网络社群的分化使得信息传递和传播成为人们连接、沟通并实现自欢乐彩价值的方式。同时,云计算和人工智能进入数字媒体领域,使得受众可以有选择性的对媒体内容进行接收和发送。

  (二)新媒体碎片化的传播特征

  chuantongmeitishidai,zhiyouquanweizuzhijigoucaijuyoumeitizizhi,tamentongguochuantongmeijie(dianshi、guangbo、baozhi、zazhidengqudao)chuanboxinxi,jieshouduixiangduichuanbodexinxijishaochanshengzhiyi。jinruhulianwangshidai,shehuigengquxiangduoyuanhua,xinmeitidedanshengzejinyibujiashenletadeduoyuanxing。xiangduiyuchuantongmeitieryan,xinmeitiyoulianggezuihexindegaibian,yishichuanbomeijieyouchuantongmeijiebianchenglejiyuhulianwangdexinmeijie,ershichuanbozheyouquanweimeijiezuzhibianchenglesuoyouren。xinmeitikaifangxinghudongxingdetezhengxiaojieleduixinxidekongzhiquan,dapolechuantongmeijieshezhiyitidelongduandiwei。zimeitixunsufazhan,zijingyingzhicaogenjieceng,putonggerenzuoweichuanbozhekeyiziyoutongchangdebiaodayijian,yonghubutongdeshengyinzaixinmeitipingtaishangjingxiangyongxian。xinmeitizaitigonghailiangxinxidebeihou,suipianhuaxinxichuanbotezhengjiweimingxian。

欢乐彩  tusan: chuantongmeitineirongbiaodavsxinmeitineirongbiaoda

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  信息碎片化。新媒体的便捷性、便利性,为信息传播者以多元的观察角度、简单的叙事方式传播碎片化信息提供了方便,在社会多元化、媒体多元化的今天,受众对信息的评论更加随意、自由,评论内容亦出现异质性的特征;与受众的碎片化相连,社会背景地位、收入生活状况、受教育程度等因素影响着受众群体的形成及其对问题的看法,不同的声音形成多方的民意,打破传统媒体的“中心”格局,传统权威受到一定的挑战。

  传播方式碎片化欢乐彩。在新媒体出现之前,报刊、电视、广播是信息传播的四大媒介,具有极高的受众吸引力和市场占有率。新媒体的出现,打破了这四大媒介的市场格局,使媒体市场占有率与受众接触率日趋分散化,媒体的传播方式日趋丰富化。随着媒介“碎片化”时代的到来,新媒体技术的日渐成熟,受众所能接触到的新媒体数量的不断增加,媒体市场被分割,媒体市场的分散化程度在逐渐加大。

  受众碎片化欢乐彩。随着经济的发展,人们的生活水平不断提高,消费选择增多,生活方式发生重大变化,加之西方思潮的影响,人们的意识形态与价值观念日趋多元化,社会和阶层等受年龄、教育背景、职业等影响,呈现出逐步分化的状态。同时,受众对于媒体的选择越来越丰富,其个性特征、兴趣爱好与价值追求逐渐凸显,信息需求随之变得更加细致化,“小众”媒体应运而生。小众媒体的覆盖范围比传统媒体要小,聚焦目标受众更精准,进一步强化了受众的分化趋势。同时,新媒体的交互性特征,使得受众的社群属性、小众属性更加明显。

  (三)新媒体广告市场概况

欢乐彩  shishishang,butongdeduozhongwangluoyingxiaofangfayedoukeyilijieweixinmeitiguanggaodejutibiaoxianxingshi。yuchuantongdesidachuanbomeiti(baozhi、zazhi、dianshi、guangbo)guanggaoyijijinlaibeishouchuiqingdehuwaiguanggaoxiangbi,xinmeitiguanggaojuyoudetianduhoudeyoushi,shishishixiandaiyingxiaomeitizhanlvedezhongyaozuchengbufen。tongjishujuxianshi,2018niangooglerengranshiquanqiuxinmeitiguanggaoshichangdelingtouyang,shuziguanggaoshourugaoda880yimeiyuan,zhanbigaoda32.2%;yuanchaopaimingdierdefacebook,qishuziguanggaoshouruwei544yimeiyuan,shichangfenezhanbi19.9%;zhongguodealibabapaimingquanqiudisan。quanqiuqianshidaqiyezhanjuleshichangde75.56%,shuziguanggaoshichanggaodujizhong。

欢乐彩  zhongguoguoneideshuziguanggaoshichangyechengxianmingxiandemataixiaoying,liuliangxiangyouzhimeijiejuji,dingjiwangzhanhuoquduoshushouru。2018nian,batsanjia(baidu、alibahetencent)shichangzhanhulianwangguanggaoshourude72.46%,xiangjiaoyu2017nianjizhonghuachengduyousuoxiajiang。xiahuadezhuyaoyuanyinzaiyujinritoutiao、xiaomi、meituandengqiyedeqiangjingzengzhang,zhengzaizhujiancanshibatdeshichangfene。danlingyifangmian,xiangjiaoyu2017nian,shichangqianshidexingyejizhongduxianzhutisheng,zhuyaoshichuantongjutouyijiuqiangjing(rubat)hexinjutou(jinritoutiaoyuxiaomi)dexunsujueqi。

欢乐彩  tusi: 2018nianzhongguohulianwangmeitiguanggaoshichangyingshouguimotop10(danweiyiyuan)

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  数据来源:欢乐彩_欢乐彩票-老品牌最信誉

  二、航空公司所面临新媒体传播的机会与挑战

  xinxifanlanrangxiandairendechixuzhuanzhulipubianxiajiang,weiruancengjingzuoguoyigediaocha,renmendechixuzhuanzhulicong2000niande12miaoxiajiangdaole2015niande8miao,erjinyudezhuanzhuliwei9miao。zhuanjiajieshishuo,zheishirenleikewanggengduoxinxidejieguo。renleizhixingduozhongrenwudenengliyousuotisheng。neixiexihuanyongshejiaomeitideren,keyizaiduanshijianneikuaisushaixuanxinxi,danzheizhongzhuanzhulishiduanduanxuxude。zheiyejieshileweishenmedouyindezhishengfazezhiyishizaikaitoude5miaoneijiuyaozhuazhuyonghudezhuyili,yonghucaihuiyoukenengyouxingquwangxiakan。

  tuwu: renleidechixuzhuanzhuliyijingdiyujinyu

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  (一)品牌和宣传部门因循守旧

  zuoweigonggonghangkongyunshuqiye,yizhiyilaihangkonggongsiyinshoudaogonggonganquandeyingxiang,yijishulizhengmianxingxiangdexuyao,zaichanpinyingxiaocelveshanglvexianbaoshou,duixinmeitifazhanchishenshendetaidu。suirandabufenhangkonggongsijunyikaishelewangzhan、weibo、weixingongzhonghaodengzimeitizhanghao,danzheizhishixinmeitishidaiqiyedebixuanxiangmu。zairuhexiyingengduodeqianzaixiaofeizhe、jiaqiangxianshangxianxiayukehuhudong、youfayonghudexiaofeichongdong、chixubeiyonghuguanzhudengfangmian,hangkonggongsirengxuyaojinyibujiaqiang。

  chuantonghangkongqiyeyizhiyiwenjianfazhanweijidiao,yincizaipinpaihuanlecaihexinwenxuanchuanfangmiankeshouchuantong。wulunshixinhangxianchanpinfabuhuihaishizhongdapinpaixuanchuanhuodong,zhimei、dianshimeitirengranshihangkonggongsipinpaibumenshouxuandechuanboqudao。ermianduizhongdayuqinghuozhexinwenshijian,hangkonggongsidangqunbumenyepianxiangyuxuanqubaozhizazhizuoweishouxuandefashengtongdao,qicicaihuishiyongzishendewangzhanheweibodengwangluoxinmeiti。congxingshishangkan,zheiyangdanxingdaoshidexinxituisong,hudongxingbuqiang,shouzhongmianbuguang,yingxianglibuda。

欢乐彩  zaijingzhengriqujiliedehangkongyunshushichangli,pinpaiyukoubeizhengzaichengweilvkexuanquhangkonggongsidezhongyaopingjiayiju,hangkonggongsidefazhanlibukaiyouxiaodexuanchuantujing。zaihangkonggongsidepinpaixuanchuanguochengzhong,ruherangxinmeitizaizishendexuanchuanguochengzhongfahuigengdadexiaoyong,shihangkonggongsixuanchuanguochengzhongyinggaizhelijiejuedezhongyaowenti。

  (二)营销手段过于单一

  zaiguoquhenzhangyiduanshijianli,mianduidaliangdehangkongyunshushichangxuqiu,lvkegoumaijipiaoyipiaonanqiu,hangkonggongsizhangwoleshichangmaimaidezhudongquan,zhixuzhidingjiagebingjianghangkongyunshuchanpintuixiangdailirenhequanqiufenxiaoxitong。jinruershiyishijiyilai,zhengceheshichangdekaifang,shideguoneiguojishichanggejufashengzhongdagaibian,hangkonggongsizhijianzaijipiaojiageshangdejiaoliangdaozhijingzhengjiaju。

  jiezhuxinmeiti,yixiechuantonghangkonggongsicaiyonglexuduozaixiancuxiaocuoshi,baokuogaohuodong、songlipin、gaotejia、zengsonghuanlecaidengfangshi,shituxiyinzaixianlvkedaozijizhixiaowangluopingtai,ranerjieguoquefanyingpingping。jiuqiyuanyin,yifangmianchuantonghangkonggongsiduixinmeitiyunyingrengranquefajibenderenshi,meiyoutongguoxinmeitigongjuquzhenzhenglejiezijideguke,daozhitamenzaizaixianyingxiaoguochengzhongnanyihuodechengxiao,weinenghenhaodifahuizaixianyingxiao“jingzhun、kuaisu”dengyoushi;lingyifangmian,gegehangkonggongsideyingxiaohuodongdatongxiaoyi,bingmeiyoutebiexiyinkehudetezhi,yincihennanshixianjiangfensiliuliangxiangjipiaogoumaiyonghujinxingshishizhuanhua。

  (三)对新媒体传播偏于保守

  fanyuehangkonggongsidewangzhan、weibo、weixingongzhonghao,dajiahuifaxiandabufenhangkonggongsizaixinmeitipingtaituisongdexinxineirongxiyinlibuqiang,yemeiyounenggoushunjianzhuazhuyanqiudeneirong;zaibanmianshejishang,hangkonggongsidexinmeitipingtaiyuqitaxingyedeqiyexiangbi,yebingbutuchu。

欢乐彩  yuzaixianlvyoudaili(ota)hechalvguanligongsi(tmc)dexinmeitipingtaixiangbi,hangkonggongsidexinmeitizaifangwenliang(page view,jianchengpv)、rihuoyueyonghushuliang(daily active user,jianchengdau)、rixinzengyonghu(daily new user,jianchengdnu):zhuanhualv(conversions rates,jianchengcr)dengzhibiaofangmianchayimingxian。

  xinmeitishichuanbodezhongyaoshouduan,xinmeitiyingxiaoshitiyanshiyingxiao、hudongshiyingxiao、canyushiyingxiao。zaixinxingshixia,ruhezhenghexinmeitiziyuan,shixianduoqudaotongbuchuanbo,zengqiangchanpinyingxiaoyingxiangli,yijingyuelaiyuechengweihangkonggongsixuyaosikaodewenti。

  三、航空公司如何打造新媒体营销矩阵

  zaishuzihuashidai,yinghekehudexiaofeixiguan,shishituokuanchanpinchuanboqudao,cainengyingdegengguangdakehuderenzhi。zaixinmeitiyingxiaodedaidongxia,hangkonggongsizhengbiandefuyouchuangyibingyongganchangshi。erduiyuhangkongyeneixiexinmeitiyingxiaodexianxingzhelaishuo,tamenyijingcongzhonghuoyi。xinmeitiyingxiaobiaomianshangkanshiyizhongshichangyunzuomoshi,shizefanyingchuyikehuxuqiuweidaoxiangdejingyinglinian。

  xinmeitiyingxiaojuzhen(marketing matrix)shizhihangkonggongsiliyongdangqianfengfudexinmeitichuanbopingtaihequdao,jianlifenleifencengdexinmeitiyingxiaomoshi,yidadaofaxiankehu-->buhuokehu-->zhuanhuakehu-->zhanzhukehudemude。

  tuliu: hangkonggongsidexinmeitiyingxiaocelve

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  (一)建立新媒体传播统一战线

  duiyuchuantonghangkonggongsilaishuo,pinpaituiguang、xinwenxuanchuan、yingxiaohuodong、xinmeitipingtaiweihuwangwangshiyoupinpai、dangqun、shichang、itxinxidengbutongbumenfuze,yincimeicixinmeitiyingxiaohuodongdefaqiwangwangdouyiweizhexuyaoduogefangmianrenyuandecanyuyupeihe。weidatongxinmeitideyunyingbilei,hangkonggongsiyoubiyaozhenghexiangguanyewurenyuan,jianlizhuruxinmeitizhongxinzhileidejigou,xingchengxinmeitichuanbodetongyizhanxian。

  xinmeitizhongxinxuyaozaiyixiajigefangmiandegongzuozhankaixiezuo:

  制定年度品牌推广计划。对于成功的品牌推广来说,往往能够在消费者的内心深处形成一种潜在的文化认同和情感眷念。而基于品牌的外知在表现而形成的市场印象,树立品牌人格化的模式是品牌调性的表现形式。好的品牌推广年度计划会涵盖全年的目标人群(Target)、品牌口号(Slogan)、品牌传播曝光点(Flag)、品牌传播渠道(Channels)等要素,这些内容和新媒体的运营息息相关。

  年度新闻舆情管理计划。随着数字媒体的不断发展,互联网媒介的形式越来越多样化,新闻信息也多以网络途径进行传播,对传统意义上的新闻传播造成了极大冲击。对新媒体带来的舆情言论,传统航空公司往往产生恐惧,因为其完全不可控。航空公司年度新闻舆情管理计划一方面需要在新闻策划与宣传上制定计划,另外一方面需要加大舆情管理能力,对旅客和社会人群在新媒体上提出的问题、非正常事件以及负面言论建立沟通机制,进行及时反馈。

  年度市场营销方案。传统的市场营销方案往往是线下活动,而且更多的是在市场淡季时才会开展。新媒体的运营让营销模式发生了翻天覆地的变化。依托于新媒体平台,航空公司可以全天候展开多样性和全方位的市场营销活动,实现与客户零距离的沟通和互动。新媒体的合理运用不仅能帮航空公司寻找客户,还可以通过数据呈现出客户的需求,来指导航空公司的营销手段及内容。

  (二)欢乐彩“两微一抖”营销阵地

欢乐彩  congwenzichuanbodaotuwenbiaoqing,congtupian+wenzidaoduanshipin,zaicongduanshipindaoyingyinzhibo,shejiaozaitidefazhanbianqianrangxinmeitidechuanbofangshiyuelaiyuefengfuduocai。duiyudadehangkongpinpaieryan,duiquanwangduogepingtai(ru: tengxun、baidu、wangyi、souhu、zhihudeng)tongbujinxingquanfangweifugaipinpaijiazhichuandi,shibunengfangqideliuliangdachi。danshiduiyujuedabufenzhongxiaohangkonggongsieryan,weibo、weixinhedouyin(jiancheng“liangweiyidou”)shiweishubuduodemianfeixinmeiti,erqieshixiaofeizhejiechupinpaineirongdeguanjianmeijie。zaidangqianwuhuabamendexinmeitipingtaizhong,“liangweiyidou”zhengzhujianchengweigehangkonggongsipinpaiyingxiaodequdaoredian。

  1.通过微博广而告之

  zi2009nian8yuexinlangtuichu“xinlangweibo”yilai,weiboyiqibianjie、yuanchuangheguangfanchuanbodetexingzhengfule56.9%dezhongguowangmin,chengweizhongguolingxiandeshejiaomeiti。《zhongguohulianwangfazhanbaogao2019》xianshi,jiezhi2019nian6yue,zhongguowangminguimowei8.54yiren;erlaiziweibogongsidetongqicaiwubaogaoxianshi,weibo2019nian6yuedeyuehuoyueyonghushu(maus)wei4.86yi,huanbizengjia2100wan;rihuoyueyonghushu(daus)wei2.11yi,huanbizengjia800wan,junchuangsigejiduyilaizuidahuanbizengfu。qizhong,yuehuoyueyonghushudeyidongduanyonghuzhanbigaoda94%。

欢乐彩  weibojiaoqitaxinmeitipingtaigengweikaifang,hudonggengjiazhijie,tuisongbushoushuliangheshijiandexianzhi,xingshiduoyang,bingqieyinqikaifangxingerrongyizaochengbaozhashidechuanboxiaoguo。laizikelaorui《sidapingtaikolfensifenxibaogao》xianshi,jingguoduoniandeyunyingyuchendian,weiboguanjianyijianlingxiu(keyopinionleader,jianchengkol)qitop-10000zhanghaodefensiliangjunjizhongzaibaiwanjiyishang,qizhong100wan-1000wanfensiliangjidekolzhan91%,fensiliangjizaiqianwanyishangkolzhan9%。douyinshangxianshijianjin3nianduo,baiwanyishangfensiliangjidekolyidadao6000geyishang,tongguosuanfajizhi,fensizengsujikuai。

  tuqi: jiezhi2019nianmo,gepingtaikolfensiliangjizhanbizuigaodequjian

7

  数据来源:欢乐彩_欢乐彩票-老品牌最信誉

  2.微信是航空公司发布信息的平台

  weixinshifugairenshuzuiduo、renjunshiyongshijianzuizhangdeshejiaoruanjian,cong2018nianzhongguozimeitipingtaishichangfenelaikan,weixingongzhonghaozhandeshichangfenezuiduo,wei63.4%。qiciweiweibozimeitiheqitazimeiti,suozhanshichangfenefenbiewei19.3%、13.5%。toutiaozimeitisuozhanshichangfenezuishao,jin3.8%。

  tuba: 2018nianzhongguozimeitipingtaishichangfene

8

  数据来源:欢乐彩_欢乐彩票-老品牌最信誉

欢乐彩  weixinbaokuodingyuehaohehuanlecaihao,zhenduiyiguanzhudefensixingchengyiduiduodetuisong,tuisongdexingshiduoyang,baokuowenzi、yuyan、tupian、shipindeng,bingqiejiyuweixinbenshenpangdadeyonghujichu,chuanboxiaoguoyaoyaolingxianyuqitaqudao。

  3.抖音是展示公司形象的舞台

欢乐彩  duanshipinpingtaidouyinyu2016nian9yueshangxian。2017nian11yue10ri,jinritoutiao10yimeiyuangoubeimeiyinleduanshipinshejiaopingtaimusical.ly,jiangqiyudouyinhebing。genjudouyinfabude《2019douyinshujubaogao》xianshi,jiezhi2020nian1yue5ri,douyinrihuoyueyonghushuyijingtupo4yi,2019nian1yuezheiyishujujinwei2.5yi,nianzengzhanglvdadaole60%。

欢乐彩  douyindexunsucuanhongchaochulesuoyourendeyuqi,tasuodaibiaodebujinshiduanshipinweineirongdexinmeitidexinqi,gengshiqiyezaixinmeitishidaizhongdepinpaicelve、jiaohucelvejiyingxiaocelvedegaibian。xiangbiwenzi、tupiandengfangshi,yiduanshipinyidongshejiaoweizhutide“douyin”zetuxianchugengdadeyingxiaoyoushi,hangkonggongsikeyijianlidouyinqiyezhanghao,tongguoshipinyunianqingyonghugoutong,chuandipinpaiquweihua、shiyonghua、yulehuadeyimian,jiasupinpainianqinghuajincheng。

  (三)开发直播带货新渠道

  turuqilaidecovid-19yiqingranggexinggeyeshoudaobutongchengdudeyingxiang。jiaqiyanzhang、yuangongfangangnan、xiaofeijiangji,turuqilaidebiangubaizailemeigeqiyedemianqian,ruhepojuchengweidangwuzhiji。shoudaoyiqingyingxiang,meigerenyongyoulegengduodeshijian、xiaofeideyuwangyujingli,5gshidaidailaideshangyeyutongxinkejijiehe,chanshenglexianshangjingjixindexiaofeimoshi。diyanchi、gaoqinghuazhidetedian,rangzhibolihuanlecaimeigerendeshenghuoyuelaiyuejin。suizhelijiaqi、weiyademingzichuquan,taobao、jingdong、douyin、pinduoduo、kuaishou、weibo、dengdoufenfenkaiqilezhibodaihuoyewu。

  duiyuhenduoshangyeqiyelaishuo,2020niandexinfengkoujiushizhibodaihuo。zhuruzhibodaihuo、weixinqunyingxiao、xiaochengxushangchengdeng,yidongduandedianshanggouwupingtaihengxiangkuozhandaolesuoyoushangyelingyu。dangsiyuliuliangyushangyemeitixiangjiehe,judadehuaxuezuoyongshidexinmeitichuanbochanshengleliebianfanying。liebianyingxiaozhengheleguanxiyingxiao、shujukuyingxiaohehuiwuyingxiaodengxinxingyingxiaofangshidefangfahelinian。tongguoyoueryoudaoyonghuzaizijideshejiaoquanjinxingchuanbo,yiyichuaner、erchuansidemoshi,chuanboxiaoguochengxianzhishujizengzhang,qiyekeyizaiduanqineihuoqudaliangdeyonghu。

  zhibodaihuobeihoudeshangyeluoji,jiushiwanghongzhubotongguoxianshangyukehujianlixinrenguanxi,bazijizuochenglezaixiandemingxingchanpinhuojia,zaibangzhupinpaijinxingtuiguangdetongshibazishenbianchengleyigepinpaiqudao。zhibodaihuoshixianshangjingjidechanwu,shiqiyezhijiemianduicduandezhongyaogongju,duiyuhangkonggongsizheiyangjingyingb2cyewudeqiyelaishuoyunhanlejidashangyejiazhi。yinweimeiyourenheyizhongfangshi,nenggoubizhibogengjiajiejinxianxiashitizhanshi,qiyekeyizaizhibojianlizuogezhonggeyangdechanpinzhanshi、chanpinjieshaohechanpinduibi。zheishiqudaogongjudegexin,tongshiyedailaideyingxiaodebiange。

  tujiu: covid-19yiqingqijianhanglvqiyedezhibodaihuo

9

  xinmeitigaibianlexinxijiaohudemoshi,yulezhishangdeshidai,ruguohangkonggongsirengranyiweizhishiqiangdiaopinpaigaodashang、chanpinzhuanye、huanlecaizhidexinlai,hangkonggongsidepinpaihenkenenghuiheshuzihuayidailvkechanshengdaigou。xinmeitirangqiyelikehugengjin,tongshiyexuyaoqiyegengdongkehu。xinmeitideshishangheshiyongshixuyaoyouzhuanyedezhishijidianlaizhichengde,zheixuyaohangkonggongsiduimubiaoquntiyoujingzhundedingwei、zhuanyedeshuizhunhewuxiandechuangyi。

  参考文献:

欢乐彩  [1]zhangzhian  yaoyao<pingtaimeitideleixing、yanjinluojihefazhanqushi>[xinwenyuxiezuo]2018-03-22

欢乐彩  [2]zhangli<qianxixinmeitibeijingxiaxinxichuanbode“suipianhua”tezheng>[gongchandangren]2017nian4qi

  [3]sidonghui<juzhenshiyingxiao>[souhuwang]2017-05-21

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