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论文编号：	12194
作者编号：	2320180378
上传时间：	2020/12/14 22:14:47
中文题目：	海信电竞显示器的互动式整合营销 传播策略研究
英文题目：	Research on the Interactive Integrated Marketing Communications Strategy of Hisense Gaming Monitor
指导老师：	申光龙教授
中文关键字：	电竞显示器；互动整合营销传播；利害关系者；互动传播媒体
英文关键字：	Gaming Monitor; Interactive Integrated Marketing Communications; Stakeholders & Interest Groups; Interactive Communication Media.
中文摘要：	随着第四次产业革命的发展，消费者不再被动的接受信息，而是主动寻找感兴趣的信息，这一变化使消费者掌握主导权，从而消费者个性化需求越来越丰富，使得原电视与PC时代的营销理念和传播方式发生了巨大的改变，原有传统的以企业为核心的单向传播理念已经不能满足消费者为核心的现代营销环境的需要。因此，适合现代移动互联网模式的互动式整合营销传播理论得以发展。互动式整合营销传播理论区别于传统的整合营销传播理论，首先整合企业内外部资源后，与消费者建立可持续对话体系并基于采集的信息再树立企业营销传播策略计划。本研究聚焦于制定海信电竞显示器互动式营销整合传播策略。本研究的研究范围主要包含为海信电竞显示器以及其主要利害关系者，即海信电竞显示器的员工、合伙伙伴、顾客。 本研究首先通过借鉴国内外互动整合营销相关理论，总结了海信电竞显示器在营销传播中所面临的主要问题现状，并基于互动式整合营销传播理论，针对海信电竞显示器在实际操作中应用互动式整合营销传播时所存在的问题，并提出了该问题的改善思路，即基于利害关系者数据库，制定海信电竞显示器互动式整合营销传播策略，并在实施过程中通过过程数据的不断积累进行持续优化，帮助海信电竞显示器提升品牌与产品知名度，从而提高海信电竞显示器的市场竞争力。本研究提出了研究问题、研究框架之后，系统回顾了互动式整合营销传播策略相关理论，再系统分析了海信显示器的互动整合营销传播策略现状，构建了基于互动式整合营销传播的海信显示器的营销策略框架，结合海信电竞显示器的案例探讨，总结了海信电竞显示器互动整合营销传播策略方案，并提出了海信电竞显示器互动整合营销传播策略的实施保障与绩效评价措施。
英文摘要：	With the development of the fourth industrial revolution, consumers no longer passively accept information, but actively seek interested information. This change makes consumers master the dominant power, thus the personalized demand of consumers is becoming more and more abundant, which makes the marketing concept and broadcast mode of the original TV and PC era greatly changed. The traditional one-way communication concept with enterprise as the core has been changed It can not meet the needs of the modern marketing environment with consumers as the core. Therefore, the interactive integrated marketing communication theory which is suitable for the modern mobile Internet mode has been developed. The interactive integrated marketing communication theory is different from the traditional integrated marketing communication theory. After integrating internal and external resources, the sustainable dialogue system with consumers is established and the marketing communication strategy plan of the enterprise is established based on the collected information. This study focuses on the development of Hisense interactive display marketing integrated communication strategy. The research scope of this study mainly includes Hisense electronic competitive display and its main stakeholders, namely, the employees, partners and customers of Hisense. This research first summarizes the main problems of Hisense TV competitive display in marketing communication by referring to the relevant theories of interactive integrated marketing at home and abroad. Based on the interactive integrated marketing communication theory, the paper puts forward the improvement ideas of this problem, namely, based on the profit The database of the harmers, the interactive integrated marketing communication strategy of Hisense display is formulated, and the continuous optimization is carried out through the accumulation of process data in the implementation process, which helps Hisense display to improve the brand and product popularity, thus improving the market competitiveness of Hisense competitive display. After the research questions and research framework are put forward in this study, the related theories of interactive integrated marketing communication strategy are reviewed systematically. Then, the current situation of interactive integrated marketing communication strategy of Hisense display is systematically analyzed. The marketing strategy framework of Hisense display based on interactive integrated marketing communication is constructed. Combined with the case study of Hisense TV competitive display, the paper summarizes the Hisense competitive display The paper also proposes the implementation guarantee and performance evaluation measures of Hisense interactive integrated marketing communication strategy.
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