关键词：MBA；全媒体；品牌推广；策略；实证分析；
西南科技大学硕士研究生学位论文 第II页
Abstract
With the continuous development of digital media technology, networking and
social media, the development context and pattern of traditional media are changing
all over the world, and all kinds of media are developing to the all media. Massive
data repository and communication interactive platform are constantly emerging,
enabling information to meet the needs of audience segmentation by providing
multiple ways and various forms of communication. And the full media environment
has also led to a significant reduction in the efficiency of the original marketing model,
and is constantly contributing to a more scientific response to the timely and full
media marketing. This has brought opportunities and challenges for the MBA (MBA),
which has been developed for more than 30 years in China. As a market-based project,
we must win the survival and development in a competitive environment. Besides
promoting the quality of training, we should enhance brand promotion and form the
loyalty or preference of examines or students to MBA. After a large number of
literature reading, comparative analysis and field research, the MBA education project
in X University facing social media use, lack of search engine, the lack of guidance of
high-quality media content, lack of spatial guidance and other issues need to be
improved in terms of branding, combing their actual development, further accurate
brand positioning, optimize promotion content, select the appropriate media form,
from the traditional customization paper media, thematic TV media, official website
construction, the outdoor visual guidance of social media, the promotion of WeChat
subscription number, the promotion of micro-blog official platform, and the
integration of professional theme sites, and so on. In order to continue to enhance the
MBA strategy, brand recognition, expanding the influence of the University, and to
promote the development of regional economic and commercial civilization progress.
Keyword: MBA；Full media；Brand promotion；Strategy；Empirical analysis;
西南科技大学硕士研究生学位论文 第III页
目录
1 绪论 ... 1
1.1 研究背景及意义 ........... 1
1.1.1 研究背景1
1.1.2 研究意义1
1.2 研究内容、方法与框架 ..... 2
1.2.1 研究内容2
1.2.2 研究方法2
1.2.3 研究框架3
2 相关理论及文献综述 . 4
2.1 相关理论 ..... 4
2.1.1 全媒体的定义及外延 .. 4
2.1.2 品牌推广相关理论 .... 6
2.2 文献综述 ..... 7
2.2.1 全媒体视域下的信息传播机制 ...... 7
2.2.2 MBA教育项目 ........ 9
2.3.3 高校品牌推广 ....... 11
3 全媒体对高校品牌推广的影响与变革 .......... 14
3.1 不同媒体环境下的品牌推广分析 ........ 14
3.1.1 传统媒体环境下的品牌推广 ....... 14
3.1.2 新媒体在品牌推广中的优势与弊端 . 16
3.2 传媒环境的变革对品牌推广的影响 ...... 18
3.2.1 传播主体多元化打破媒体机构垄断格局 ......... 18
3.2.2 混媒终端颠覆单一媒介的承载力和表现力 ....... 18
3.2.3 受众碎片化降低传播精准度 ....... 18
3.3 全媒体背景下高校品牌推广的原则 ...... 19
3.3.1 内强素质外树形象 ... 19
3.3.2 新媒体为主传统媒体为辅 ......... 19
西南科技大学硕士研究生学位论文 第IV页
3.4.3 持续关注新媒体手段 . 20
3.4.4 加强目标群体互动 ... 21
3.5 本章小结 .... 21
4 X大学MBA教育项目品牌的全媒体推广现状 .... 22
4.1 X大学及其MBA教育项目简介 ........... 22
4.1.1 X大学简介 ......... 22
4.1.2 X大学MBA教育项目简介 ......... 23
4.2 X大学MBA全媒体推广现状分析 ......... 24
4.2.1 学生刊物 ........... 25
4.2.2 门户网站 ........... 26
4.2.3 微博 ... 27
4.2.4 微信 ... 27
4.3 X大学MBA品牌推广中存在的问题 ....... 28
4.3.1 全媒体利用效率低 ... 28
4.3.2 搜索引擎引导缺失 ... 29
4.3.3 优质媒介内容缺失 ... 30
4.3.4 空间指引有待完善 ... 31
4.4 本章小结 .... 31
5 X大学MBA教育项目品牌推广提升策略 ........ 32
5.1 明确推广目标32
5.2 品牌再定位 .. 32
5.2.1 产品定位 ........... 32
5.2.2 消费群体定位 ....... 33
5.2.3 竞争定位 ........... 33
5.3 优化推广内容34
5.4 制定推广计划35
5.5 传统大众媒体整合策略 .... 36
5.5.1 定制化纸媒策略 ..... 36
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