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余额宝的风险及防范研究《奇葩说》内容营销策略研究

时间：2022-11-20 02:26:11 下载该word文档

目录1前言...................................................12内容营销相关理论综述...................................12.1内容营销的含义............................................................................................12.2内容营销的特征............................................................................................22.2.1内容营销的多样性...................................................................................................................22.2.2内容营销的自发性...................................................................................................................22.2.3内容营销的激发性...................................................................................................................32.3内容营销与传统营销的区别........................................................................33《奇葩说》节目发展状况分析.............................43.1《奇葩说》节目概况....................................................................................43.2《奇葩说》的网络背景................................................................................54《奇葩说》的内容营销策略分析...........................64.1花式口播，魔性洗脑....................................................................................64.2广告与内容和谐统一....................................................................................74.3全民内容营销................................................................................................85《奇葩说》内容营销模式的特点...........................95.1以内容为“王”.................................................................................................95.2以精准为主....................................................................................................96《奇葩说》内容营销存在的问题及原因分析................106.1品牌曝光次数较多影响受众体验..............................................................106.2存在低俗化现象..........................................................................................106.3观众审美疲劳，广告效果大打折扣..........................................................117《奇葩说》内容营销存在问题的对策......................127.1坚持内容至上，适当选择品牌..................................................................127.2提高创作者的思想文化素养......................................................................127.3创新节目形式与内容..................................................................................13
8总结..................................................13《奇葩说》内容营销策略研究摘要：内容营销是近些年营销的新趋向，是各企业运用的新的营销模式。本文以内容营销理论为视角，对《奇葩说》这一网络自制综艺节目的内容营销特点进行研究，对内容营销理论进行探讨，指出《奇葩说》其内容营销存在的问题，最后对其不足给出相应的建议。关键词：奇葩说；内容营销；研究ResearchontheContentMarketingStrategiesofQIPAShuoAbstract:Contentmarketingisanewtrendinmarketinginrecentyears,anditisanewmarketingmodelusedbyvariouscompanies.Fromtheperspectiveofcontentmarketingtheory,thispaperstudiesthecontentmarketingcharacteristicsofthenetworkself-madevarietyshow"QIPAShuo",anddiscussesthecontentmarketingtheory,pointsouttheproblemsinthecontentmarketingof"QIPAShuo",finally,givescorrespondingsuggestionsforitsshortcomings.Keywords:qipashuo;contentmarketing;research

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