后信息时代的试用营销研究

【作者】 武小菲；

【导师】 王春泉；

【作者基本信息】 西北大学 ， 传播学， 2009， 硕士

【摘要】 后信息时代的到来使人们越来越依靠“数字化生存”,人类的生活方式发生了巨大变化,更重要的是,这种变化仍在持续当中。在此过程中,传统的试用营销亦随之产生新的变化,加之体验经济的推助,经过资源重组及聚合后崭新样态的试用营销重新受到各大企业重视。论文研究的是在后信息时代背景下基于网络路径的试用营销传播。网络的介入在整个试用营销传播过程中起到了关键作用,是此种试用营销传播得以成立及流动的必要条件。参与传播的受众(消费者)必须先通过网络申请成为“试客”,然后才能获得相应的免费试用机会。而基于网络路径的试用营销运作模式促生下的网络“试客”这一特殊群体与企业目标受众又有所叠合,所以,越来越多的企业及专业网站开始关注并使用这种试用营销传播方式,并在具体的实践运作中取得了一定的效果,但与此同时也引发出一些值得研究者去关注与思考的问题。论文采用文献研究、定性分析与实证调查相结合的方法,力求做到定性与定量的统一、协调,同时旁及感性经验及民族志研究方法,试图更为清晰准确地对基于网络的试用营销传播流进行研究。论文主要在对我国目前现有的基于网络路径的试用营销传播进行基本情况分析的基础上,从传播学角度梳理出各类基于网络路径的试用营销传播的发展现状,同时找出目前该类传播运作中存在的问题及疏漏,通过相关分析研究提出一些可供使用或参考的运作方法及注意事项,从而使得后信息时代背景下这种基于网络路径的试用营销传播更加顺畅与和谐。更多还原

【Abstract】 The arrival of the Post-information era made people more and more rely on " Being Digital ", the way of human’s life has changed dramatically, and this change is still ongoing. During this process, The most traditional way of marketing that is the "Trial of marketing" has been changed, and producing a new form communication along with the time developed, coupled with "The Experience Economy" helped, after the reorganization and polymerization of resources , a new kind of trial re-marketing has been importance by the major companies.Research papers in the context of post-information age, the trial web-based market ing communications path. Networks involved in the process of marketing communications throughout the trial played a key role in the trial of such marketing communications to be established and the necessary conditions for the flow. Involved in the dissemination of the audience (consumers) must first apply through the network to become "test-off, and then to get the free trial opportunity. Path-based network marketing trial mode of operation of the network to promote birth "test clients" of this particular target audience and business groups and the composite, therefore, a growing number of businesses and professional site and to begin to pay attention to the use of this trial marketing communications approach and practice in the specific operation to achieve a certain effect, but at the same time has given rise to a number of worth attention and consideration.In this paper, literature research, qualitative analysis with a combination of empirical research methods has been used, we could achieve the unity and coordination in qualitative and quantitative, at the same time include emotional experience and peri ethnographic research methods, attempt to more clearly and accurately on the trial web-based marketing communications Research.Based on the path of the trial web-based marketing communications in our country, This article for the basic analysis on the basis of the study from the perspective of the spread of all types of combing the trial based on the network path of the development of marketing communications, at the same time to identify the problems and imperfect of the current operation, Through study of the correlation analysis , to make some reference and attention in the operation of available methods and points, so that this path based network on the trial marketing communications more smoothly and harmony in the context of post-time information.更多还原