营销公关中的影响者关系管理探讨(64页).rar
营销公关中的影响者关系管理探讨(64页),【摘要】全球商业的发展带来了新的营销运作环境，消费者每天都接触上千条由各种渠道传播的海量信息，通过传统的营销公关手段来争取消费者的认可己经不太容易。事实上，现在的消费者与买方越来越看重那些具有专业资质与相关知识的个人或小群体即影响者，通过他们的专业意见来简化决策所需要的时间与精力。所以，对影响者关系的管理，使市场营销公...
该文档为压缩文件,包含的文件列表如下:
内容介绍
原文档由会员 白痴学东西 发布
【摘要】全球商业的发展带来了新的营销运作环境，消费者每天都接触上千条由
各种渠道传播的海量信息，通过传统的营销公关手段来争取消费者的认可己经不
太容易。事实上，现在的消费者与买方越来越看重那些具有专业资质与相关知识
的个人或小群体即影响者，通过他们的专业意见来简化决策所需要的时间与精
力。所以，对影响者关系的管理，使市场营销公共关系效果最大化，这是市场营
销公共关系管理中一个新拓展的部分。
本文首先分析了新的市场营销环境所面临的困境，继而提出了影响者的概
念及其鉴定的方法、性格特点及其作用。其次，对影响者的分类及影响者关系管
理基本原则的分析也是本文的重要内容之一，对于营销公关来说也是至关重要
的。接着，本文还依据营销学、传播学、公共关系学的基本原理，以感知、参与、
推荐这三个步骤为基点，分析了影响者关系管理的基本方法。
本文的创新之处是发掘了营销公关中具有决定力量的影响人群—影响者，
并通过对这些影响者的分析与关系管理的探索和研究，对营销公关进行有益的辅
助与补充。对影响者关系管理的研究，无疑是营销公关领域新的拓展，这对于中
国企业的市场营销公关实践具有积极意义。
【关键词】影响者影响者关系管理营销公关
中文摘要············································································
英文摘要············································································
目录··················································································
绪论················································································
1研究对象·······································································
2研究的目的和意义···························································
3研究现状·······································································
2新的商业环境下市场营销所面临的挑战···································
2.1产品的扩散促进广告业的发展，但是广告市场较混乱···············
2.2消费者对信息的过滤及营销过程的障碍降低了营销效果············
2.3新的挑，l势······································································
3营销公关中的影响者···························································
3.1影响者的定义·································································
3.2影响者鉴定方法·······························································
3.3影响者的特点·································································
3.4市场营销中影响者的作用··················································
4营销公关中影响者的分类·····················································
4.1媒体从业者·····································································
4.2专家·············································································
4.3名人·············································································
4.4同辈中的领袖·································································
4.5训卜谤者··········································································
5营销公关的影响者关系管理核心原则
5.1以事实为基础······························……
5.2有针对性地满足影响者的知晓需求···……
5.3应用“双向对称模式”实行影响者关系管理
6营销公关的影响者关系管理的基本方法··································
6.1建立影响者数据库···························································
6.2让他们感知—影响者的激活············································
6.3让他们加入—增强影响者的参与感···································
6.4让他们推荐—以公关运作为企业营销提供契机·········..
各种渠道传播的海量信息，通过传统的营销公关手段来争取消费者的认可己经不
太容易。事实上，现在的消费者与买方越来越看重那些具有专业资质与相关知识
的个人或小群体即影响者，通过他们的专业意见来简化决策所需要的时间与精
力。所以，对影响者关系的管理，使市场营销公共关系效果最大化，这是市场营
销公共关系管理中一个新拓展的部分。
本文首先分析了新的市场营销环境所面临的困境，继而提出了影响者的概
念及其鉴定的方法、性格特点及其作用。其次，对影响者的分类及影响者关系管
理基本原则的分析也是本文的重要内容之一，对于营销公关来说也是至关重要
的。接着，本文还依据营销学、传播学、公共关系学的基本原理，以感知、参与、
推荐这三个步骤为基点，分析了影响者关系管理的基本方法。
本文的创新之处是发掘了营销公关中具有决定力量的影响人群—影响者，
并通过对这些影响者的分析与关系管理的探索和研究，对营销公关进行有益的辅
助与补充。对影响者关系管理的研究，无疑是营销公关领域新的拓展，这对于中
国企业的市场营销公关实践具有积极意义。
【关键词】影响者影响者关系管理营销公关
中文摘要············································································
英文摘要············································································
目录··················································································
绪论················································································
1研究对象·······································································
2研究的目的和意义···························································
3研究现状·······································································
2新的商业环境下市场营销所面临的挑战···································
2.1产品的扩散促进广告业的发展，但是广告市场较混乱···············
2.2消费者对信息的过滤及营销过程的障碍降低了营销效果············
2.3新的挑，l势······································································
3营销公关中的影响者···························································
3.1影响者的定义·································································
3.2影响者鉴定方法·······························································
3.3影响者的特点·································································
3.4市场营销中影响者的作用··················································
4营销公关中影响者的分类·····················································
4.1媒体从业者·····································································
4.2专家·············································································
4.3名人·············································································
4.4同辈中的领袖·································································
4.5训卜谤者··········································································
5营销公关的影响者关系管理核心原则
5.1以事实为基础······························……
5.2有针对性地满足影响者的知晓需求···……
5.3应用“双向对称模式”实行影响者关系管理
6营销公关的影响者关系管理的基本方法··································
6.1建立影响者数据库···························································
6.2让他们感知—影响者的激活············································
6.3让他们加入—增强影响者的参与感···································
6.4让他们推荐—以公关运作为企业营销提供契机·········..
