韩国Kakaotalk媒体精准营销研究 - 媒体管理

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1、韩国Kakaotalk媒体精准营销研究 - 媒体管理 KakaoTalk成功因素即时通讯SWOT营销模式媒体管理Instant Messaging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，其遍及率到达95%，目前KakaoTalk的注册人数已经到达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兴旺的韩国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分析办法对KakaoTal

2、k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、软件优秀团队丰盛的开发经验等。在劣势方面，Kakaotalk还存在软件体验、竞争剧烈以及产品定位含糊、网络平安等方面的问题，需要在以后的开展中进一步得到改良。在时机方面，本文通过用户对于手机的依赖、智能手机的开展历程进行了总结，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的开展前景，对其利用收费工程进行增值效劳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

3、对策，以期为将来KakaoTalk营销传播提供些许借鉴倡议。本文通过文献资料法、案例分析等质化研究办法梳理韩国KakaoTalk的开展现状，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，研究其开展轨迹，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的未来开展趋势，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ABSTRACTNow the mobile phone has become an important way for peopl

4、e 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 peoples lives. As a new media, which is wha

5、t marketing function What China can learn from the marketing strategyThis 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 marketi

6、ng 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 im

7、proved 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 mar

8、keting 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 c

9、urrent 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 an

10、alysis, 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 an

11、d reference value to China.Key words:KakaoTalk, Success Factors, Instant Messaging, SWOT, Marketing Mode目录第一章绪论-11.1研究意义-1.2文献综述-1.3研究办法-1第二章韩国KakaoTalk概况-第三章韩国KakaoTalk根本功能-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12KakaoTalk成功因素即时通讯SWOT营销模式媒体管理Instant Messaging在力-第五章韩国Ka

12、kaoTalk SWOT分析-5.1 KakaoTalk SWOT分析- 5.1.优势- 5.2劣势-5.3时机-5.4威胁-5.2 KakaoTalk的未来开展- 5.2.1游戏营销- 5.2.2增值效劳- 5.2.3移动支付-第六章结论-参考文献-5谢辞-6第一章绪论1.1研究意义基于微博、KakaoTalk的新兴媒体快速融入人们生活，而企业的KakaoTalk的营销方式已经成为一种崭新的媒体营销途径，KakaoTalk这一营销模式在颠覆传统营销观念的同时，也给社会化媒体的带来新的利润增长通道。郑喜石对韩国型SNS的进化以KakaoTalk的事例为中心进行了详细分析，总结了KakaoTal

13、k能够得到快速遍及的主要原因是其SNS的自媒体特征。金彩丽也通过SNS市场营销特征对客户的承诺意图的影响进行了研究，并以KakaoTalk加朋友为中心的模式做了市场调研，发现KakaoTalk的朋友圈可以在短时间内形成信息承载量较大的SNS。根据艾瑞调查报告可知，代表了移动端本质功能的KakaoTalk移动端，其使用率在每日各个时段都在排名前三位中，这种充斥人情味的人与人沟通方式，使得人们关系更加紧密，形成粘性的社会。韩国KakaoTalk提供好友、通讯录来加大这种粘性、同时KakaoTalk的交互模式给商家提供了精准营销的优势、这也将给移动互联网的开展带来一场营销革命。如何通过KakaoTa

14、lk进行精准营销，是本文研究要点。本文选择韩国智能手机媒体应用程序中成功案例KakaoTalk作为研究对象，通过对KakaoTalk精准营销路径的探析，梳理KakaoTalk其运营结构，分析其开发空间。内容包括：营销中如何合乎受众接受信息的诉求和使用习惯；如何注重技术创新；如何实现智能手机程序朝着人们理想状态开展，向使用者传递“正能量，让KakaoTalk赋予更多的文化意义，带来更大商业启示。第六章结论近年来，移动互联网的兴起带动了移动即时通讯产业的迅速崛起，以Kakaotalk为代表的移动即时通讯工具伴随着注册用户和使用时长的激增，其商业价值也愈加凸显。然而，在用户规模急剧膨胀的同时，过于新兴的行业却还没来得及形成成熟的商业模式。客观的说，尽管有着光明的12