《基于中國休閑類sns的品牌傳播策略研究——以開心網為例》由會員上傳分享，免費在線閱讀，更多相關內容在學術論文-天天文庫。

1、kMasscommunicationgraduallybecameanewcommunicationformbasedon●individualtwo·waycommunication，whichmadebrandbuildingthecorecompetencefaceunprecedentedchallenge．Thetraditionalmethodssuchassettingupabusinesswebsite，doingpromotiononportalsitesandsearchengineshavebecomeprimar

2、ylevelofbrandcommunication．Ifanentrepreneurwantstotakeadvantageofthecompetition，hemustalwaysknowclearlythenewmediaenvirionment，andfindmediaplatformconformingtohisownproducts．Nowadays，SNSwhichtheoreticalbasisis“SixDegreesofSeparation’’hasbecomeagreatchangeinnetworkdevelop

3、mence，focusingontherealrelationbetweenmanandmanhighlighteditsadvantagesasabrandcommunicationplatformatthebeginning，andprovidedagoodplaceforentrepreneurs’allkindsofmarketingcommunications．WhileResearchesforSNSonthebrandcommunicationwerestillatitsprimarystage，mostofthecont

4、entsWerl'eonhowSNSmadeprofits，howtomakenewproduct．、，，_‘●portfoliotocatertoaudience，theseresearchesignoredthatit’Sakeypointforacompany’SrapiddevelopmentandSNS’sustainabledevelopmenttoperfectbrand’Sreputationandmaintaincustomers’loyaltybyvirtueofnetworkplatformtools．Theass

5、aywillbesupportedbythetheoryof5WCommunicationModelsproposedbyLasswell，brandpositioning，brandequity,brandContactPoint，brandmodels，atthesametimediscussfromtheperspectivesofcommunication．brandcommunication，integratedinternetmarketing．AnalyzesleisureSNS’communicationfeatures

6、，valuesofmarketingcommunications，takeskaixin001．comforanexample，andcombineexplanatorydescriptionwithcasestudy．SchemefortheenterprisesandtheleisureSNS．Embodybrandelementsspread，brandpositioning，brandcommunicationtools，userpaychology,customerlifecycleandpersonalcommunicati

7、on，people·orientedthought，publicrelations，implantation，ete．ThedissertationtriestoinvestigateandmakealittlecontributiontothestudyonbetterstrategyforbrandcommunicationonleisureSNSforenterprises．Keywords：brandcommunication，leisureSNS，kaixin001．com11?●●●●●●■●●●●●．I●●●●●●●●●●

8、■■I●●●●●●●●●●●●●●●●●●●●●●●■●●●●●●●●●●●●■■●●IT上t上I●●●●●●●●●●●●●●●●●●●●●●●．l●●●●●●●●●●●●●●●●●●●●．2●●●●●●●