【摘要】：本文主要運(yùn)用文獻(xiàn)閱讀法、經(jīng)驗(yàn)總結(jié)法、理論與實(shí)踐相結(jié)合法的方法,用傳播學(xué)的相關(guān)理論,重點(diǎn)討論了微商的傳播特征、傳播效果和傳播價(jià)值等問題,并提出推動(dòng)微商發(fā)展的有效措施,以及政府有關(guān)部門、公眾、微商從業(yè)者、第三方平臺(tái)對(duì)微商的態(tài)度；將微商與傳播學(xué)相結(jié)合,以傳播學(xué)中的意見領(lǐng)袖、議程設(shè)置功能、口碑傳播、潛在受眾、培養(yǎng)理論等作為理論支撐,對(duì)微商傳播的經(jīng)濟(jì)、社會(huì)、文化價(jià)值進(jìn)行思考,所獲得主要結(jié)果如下：(1)在微商的內(nèi)涵方面,對(duì)微商的定義、起源、產(chǎn)品做了具體分析；并對(duì)微商發(fā)展的現(xiàn)狀進(jìn)行了深刻的探析,任何事物的發(fā)展都是前進(jìn)性與曲折性的統(tǒng)一,盡管微商這一新事物現(xiàn)在還存在種種問題,但是微商是具有強(qiáng)大生命力和遠(yuǎn)大前途的事物,應(yīng)該看到微商發(fā)展的光明前景。(2)通過對(duì)眾多微商從業(yè)者采訪可知,他們之所以選擇微商進(jìn)行創(chuàng)業(yè),是因?yàn)槲⑸叹哂羞M(jìn)入門檻低、投入少、傳播速度快、可信度高等傳播特征,這對(duì)于中小企業(yè),特別是年輕創(chuàng)業(yè)者來說,無疑是最具吸引力的創(chuàng)業(yè)渠道之一。(3)總結(jié)了微商目前發(fā)展的幾大模式,即層層分銷的C2C模式；最具潛力的B2C模式；線上線下相結(jié)合的020模式,通過對(duì)這幾大主要模式的分析,充分論證了一切從實(shí)際出發(fā),理論與實(shí)踐相結(jié)合,微商才能持續(xù)健康發(fā)展。(4)根據(jù)微商目前存在的層層代理、暴力刷屏、假貨頻發(fā)、監(jiān)管乏力等方面的問題,應(yīng)采取相應(yīng)的措施,提升微商傳播的有效途徑,主要包括選對(duì)產(chǎn)品、找準(zhǔn)定位、精確加粉、有效推廣、完善監(jiān)督,增強(qiáng)自律等措施。微商是一個(gè)快速成長又待規(guī)范發(fā)展的新事物,與它本身具有的傳播特點(diǎn)和傳播方式息息相關(guān)。本文從傳播學(xué)角度探討微商的興起的原因,透過現(xiàn)象看本質(zhì),讓人們能夠理性的看待微商,對(duì)微商的現(xiàn)狀多一份思考。
[Abstract]:This article mainly uses the literature reading method, the experience summary method, the theory and the practice union method, uses the communication science correlation theory, has discussed the derivative dissemination characteristic, the dissemination effect and the dissemination value and so on the question emphatically. And put forward effective measures to promote the development of derivative business, as well as the attitude of the relevant government departments, the public, the derivative business practitioners and the third party platform to the derivative quotient, and combine the derivative quotient with the communication science, so that the opinion leader in the communication science, the function of setting the agenda, As theoretical support, word of mouth communication, potential audience, cultivation theory and so on, think about the economic, social and cultural value of derivative communication. The main results are as follows: (1) the definition and origin of derivative quotient in the connotation of derivative quotient. The product has made the concrete analysis, and has carried on the profound analysis to the derivative development present situation, the development of anything is the unification of the advance and the flexibility, although this new thing of derivative quotient still has all sorts of problems now, However, derivative is a thing with strong vitality and great prospect. (2) through interviews with many derivative practitioners, we can see that the reason why they choose derivative to start a business is because the derivative has a low entry threshold. It is undoubtedly one of the most attractive entrepreneurial channels for small and medium-sized enterprises, especially young entrepreneurs. That is, layer by layer distribution of the C2C model; the most potential B2C model; the online and offline combination of the 020 model, through the analysis of these major models, fully demonstrated that everything is based on reality, theory and practice combined, (4) according to the problems existing at present in such aspects as agency, violence, frequent counterfeiting, weak supervision and so on, corresponding measures should be taken to promote the effective way of spread of derivative, mainly including selecting the right product, in the light of the existing problems of the derivative, such as the level of agency, the violence, the frequent occurrence of fake goods, the lack of supervision, and so on. Find accurate positioning, accurate powder, effective promotion, improve supervision, enhance self-discipline and other measures. Derivative quotient is a new thing which grows rapidly and needs to be standardized, which is closely related to its own characteristics and modes of communication. This paper discusses the reason of the rise of derivative quotient from the angle of communication, through the phenomenon to see the essence, let people be able to look at the derivative quotient rationally, and think more about the current situation of derivative quotient.
【學(xué)位授予單位】：廣西大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2016
【分類號(hào)】：F724.6;G206

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