网络舆论领袖之品牌关系培育机理

• 作 者: 张艳
• 机 构: 河北大学新闻传播学院,
• 出 处: 当代传播
• 发表日期: 2012年02期
• 关键词: 舆论领袖 网络舆论领袖 社会化媒体 整合营销传播 品牌关系 接触点管理 意见领袖 品牌信息 潜在用户 拉扎斯菲尔德

基于社会化媒体培育与潜在用户的品牌关系,已成为当今品牌主营销传播的重点内容。本文认为,在品牌关系的构建图景中,可以将网络舆论领袖作为关键突破点,通过网络舆论领袖的甄别、培育与关系维系,逐次展开向其他用户群的扩散与渗透。文中借鉴整合营销传播理论、参照品牌接触点管理模式,提出网络舆论领袖的品牌关系培养机理。

Based on social media to cultivate brand relationships with potential users, has become the focus of the current main brand marketing communications. This paper argues that in the construction of the brand relationship, we can regard cyber media leaders as the key breakthrough point, and spread and infiltrate to other user groups one by one through the screening, cultivation and relationship maintenance of cyber opinion leaders. Reference to integrated marketing communication theory, referring to the brand point of contact management model, put forward the network of opinion leaders to cultivate the brand relationship.