湖南师范大学社会科学学报
湖南師範大學社會科學學報
호남사범대학사회과학학보
Journal of Social Science of Hunan Normal University
2014年
2期
155~160
,共null页
微博 微博营销 传播游戏理论
微博 微博營銷 傳播遊戲理論
미박 미박영소 전파유희이론
micro-blog; micro-blog marketing; play theroy of communiction
微博的风行带动了微博营销的发展,短时间内被迅速纳入企业的营销阵营,成为当下最热门、最具效益的营销方式之一.运用传播游戏理论中所强调的自主性、娱乐性以及趋同性和去主客体性对微博营销的特性进行研究,微博营销能够带给用户全新的体验以及非凡的娱乐感受,并能使用户自主进行参与和选择.
微博的風行帶動瞭微博營銷的髮展,短時間內被迅速納入企業的營銷陣營,成為噹下最熱門、最具效益的營銷方式之一.運用傳播遊戲理論中所彊調的自主性、娛樂性以及趨同性和去主客體性對微博營銷的特性進行研究,微博營銷能夠帶給用戶全新的體驗以及非凡的娛樂感受,併能使用戶自主進行參與和選擇.
미박적풍행대동료미박영소적발전,단시간내피신속납입기업적영소진영,성위당하최열문、최구효익적영소방식지일.운용전파유희이론중소강조적자주성、오악성이급추동성화거주객체성대미박영소적특성진행연구,미박영소능구대급용호전신적체험이급비범적오악감수,병능사용호자주진행삼여화선택.
The popularity of micro-blog leads to the development of micro-blog marketing, which has been rapidly incorporated into enterprises＇ marketing campaign and become one of the hottest as well as the most effective way of marketing. This paper introduces the Play Theory of mass communication. It utilizes the theory of autonomy, entertaining and homoplasy, and dislodging of subjectivity and objectivity on which are emphasized in play theory to research the marketing characteristics of micro-biog. It arrives at the conclusion that micro-blog marketing can bring users a new and extraordinary entertainment experience, and help users participate and choose independently.
