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韩国Kakaotalk媒体精准营销研究

论文编号:lw201706202113021169 所属栏目:媒体管理论文 发布日期:2018年01月22日 论文作者:无忧论文网
摘要

如今手机已经成为人们获取信息的重要途径,使用手机已经成为当前人们的生活方式,在韩国,其普及率达到95%,目前KakaoTalk的注册人数已经达到3亿,其作用已经超过手机短信和通话,成为人们的生活中必不可少的一个工具。作为一种新兴媒体,其目前具备哪些营销功能?有哪些值得中国借鉴的精准营销策略?
本论文选择该智能终端发达的韩国KakaoTalk为研究对象,对KakaoTalk所构筑的的新型企业营销平台进行分析:一是借用SWOT分析方法对KakaoTalk的当前营销模式进行分析,发现其在价格、功能方面一些突出的优势,如战略优势、软件优秀团队丰富的开发经验等。在劣势方面,Kakaotalk还存在软件体验、竞争激烈以及产品定位模糊、网络安全等方面的问题,需要在以后的发展中进一步得到改进。在机会方面,本文通过用户对于手机的依赖、智能手机的发展历程进行了总结,分析了移动即时通讯市场的竞争态势;二是分析KakaoTalk微信的传播特点以及其营销传播的应用现状,分析了Kakaotalk社交型游戏的特点和Kakaotalk的发展前景,对其利用收费项目进行增值服务的可能性进行了展望,最后对移动支付的市场进行了讨论;三是针对目前KakaoTalk营销的问题提出对策,以期为将来KakaoTalk营销传播提供些许借鉴建议。
本文通过文献资料法、案例分析等质化研究方法梳理韩国KakaoTalk的发展现状,借助一手韩国文献资料进行分析,挖掘KakaoTalk的成功因素,并借鉴市场营销学、传播学相关理论,研究其发展轨迹,主要包括对KakaoTalk成功因素分析和移动即时通讯的潜在力分析,指出KakaoTalk的未来发展趋势,具有一定理论分析和对中国具借鉴参考价值。

关键词: KakaoTalk,成功因素,即时通讯,SWOT,营销模式

ABSTRACT

Now the mobile phone has become an important way for people to obtain the information, using the mobile phone has become a way of life in the current, in Korea, the penetration rate reached 95%, current enrolment has reached 300 million KakaoTalk, which has more than SMS and calls, become an indispensable tool in people's lives. As a new media, which is what marketing function? What China can learn from the marketing strategy?
This article selects the smart terminal developed Korea KakaoTalk as the object of study, KakaoTalk analysis of the new enterprise marketing platform formed by: borrowed from the SWOT method to analyze the KakaoTalk present marketing pattern, found some outstanding advantages in price, features, such as the excellent team a wealth of strategic advantages, software development experience. In terms of disadvantages, Kakaotalk software experience, intense competition and ambiguity, network security issues, needs to be further improved in future development. In opportunities aspects, paper through user for phone of rely on, and intelligent phone of development course for has summary, analysis has mobile rates communications market of competition situation; II is analysis KakaoTalk micro-letter of spread features and its marketing spread of application status, analysis has Kakaotalk social type game of features and Kakaotalk of development prospects, on its using charges project for value-added service of possibilities for has prospect, last on mobile paid of market for has discussion ; The third is proposed to solve current problems of KakaoTalk marketing strategies, with a view to provide some recommendations for reference KakaoTalk for the future marketing communications.
Through literature, case study, qualitative research methods, such as combing Korea development status of KakaoTalk, with Korea literature analysis, success factors of mining KakaoTalk, and marketing science, communication theory, study its development path, including the KakaoTalk success factors and potential analysis of mobile instant messaging, pointing out that future development trend of KakaoTalk, Have some theoretical analysis and reference value to China.
Key words:KakaoTalk, Success Factors, Instant Messaging, SWOT, Marketing Mode

目录

第一章 绪论----------------------------------------------------------------------------------------------------1
1.1 研究意义------------------------------------------------------------------------
1.2 文献综述-----------------------------------------------------------------------
1.3 研究方法------------------------------------------------------------------------1
第二章 韩国KakaoTalk概况--------------------------------------------------------------------------
第三章 韩国KakaoTalk基本功能-----------------------------------------------------------------------
3.1社交功能--------------------------------------------------------------------------
3.2传播功能-------------------------------------------------------------------------------
3.3盈利功能-------------------------------------------------------------------------
第四章 韩国KakaoTalk精准营销现状 --------------------------------------------------------------------
4.1 精准力因素分析----------------------------------------------------------------
4.2移动即时通信潜