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春节是中华民族最为隆重的传统节日,也是各大企业相当看重的营销良机。作为一年一度的营销大戏,马年春节因为两头春(今明两年立春都是2月4日)、元宵节恰逢情人节(下一次要到2033年)、遇上索契冬奥会而更显特别,因此很多品牌早已厉兵秣马,力争开年一马当先。回顾刚刚过去不久的马年春节,可以发现互动营销成为企业在角逐这场开年大戏中的一大利器。以现代互联网技术和移动通信技术的发展为基础,充分利用互联网络和通信网络等交互工具来开展营销活动的互动营销,使企业得以更好地拉近其与消费者的距离,并让企业品牌更加生动。下面按照传播学的5W模式分别从企业、内容、媒介、受众、效果来对企业马年春节的互动营销加以回顾探讨。
Spring Festival is the most solemn traditional festival of the Chinese nation, and it is also a marketing opportunity valued by all major enterprises. As an annual marketing drama, the Spring Festival of the Year of the Horse is spring (now both in the spring and next year is February 4), the Lantern Festival coincides with Valentine’s Day (the next to 2033), the Sochi Winter Olympics and Even more special, so many brands have been determined and determined, and strive to take the lead in the New Year. Looking back at the Spring Festival just after the horse was over, we can see that interactive marketing has become a great weapon for enterprises to compete in this opening year drama. Based on the development of modern Internet technology and mobile communication technology, the interactive marketing of marketing activities is fully utilized by interactive tools such as Internet and communication networks, so that enterprises can better narrow their distance from consumers and make the corporate brand More vivid. The following in accordance with the dissemination of the 5W model of learning from the enterprise, content, media, audience, the effect of the Spring Festival of the Year of the horse to review the interactive marketing.