消费电子品品牌社交媒体内容营销策略研究——基于联想、华为、HTC和三星微信公众号的内容分析

摘要/Abstract

摘要：

通过总结和对比广告策略组件的方法-目的概念化模型、社交货币理论以及使用与满足理论，本项研究搭建了品牌内容分类与社交货币理论分析框架，并借助Atlas.ti 7等软件对联想、华为、HTC和三星的微信公众号进行内容分析。研究发现，消费电子品品牌通过社交媒体进行的内容营销，其信息可被分为产品、娱乐、社交互动、品牌互动以及自我实现五类。品牌通过微信公众号进行内容营销打造社交货币时，实用信息和社交内容比自我实现内容的沟通效果更为显著，而社交媒体策略能力对内容营销策略与社交货币之间的关系存在影响。

关键词: 内容营销, 社交媒体, 微信, 品牌, UGT理论

Abstract:

By summarizing and comparing MECCAS (Means-end Conceptualization of the Components of Advertising Strategy) model, Social Currency theory and Use & Gratification theory, this study develops a theoretical framework to explore content marketing strategy of consumer electronics brands like Lenovo, Huawei, HTC and Samsung. By analyzing qualitative data with Atlas.ti 7 and ROSTCM 6, this study examines five components of content——product, entertainment, social interaction, brand interaction and information about self-actualization, which are included in brand social media content marketing strategy. The results indicate product and social interaction content have greater impact on communication effect than self-actualization content. Social media strategic capability influences the relationship between content strategy and social currency.

Key words: content marketing, social media, WeChat, brand, UGT

傅慧芬, 赖元薇. 消费电子品品牌社交媒体内容营销策略研究——基于联想、华为、HTC和三星微信公众号的内容分析[J]. , 2016, 28(10): 259-272.

Fu Huifen, Lai Yuanwei. Social Media Content Marketing Strategy of Consumer Electronics Brands——Content Analysis of Lenovo, Huawei, HTC and Samsung's Brand Sites on WeChat[J]. , 2016, 28(10): 259-272.

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