I 摘要 随着媒体技术的不断发展，人们的信息获取渠道和方式正发生巨大变化，企 业的品牌传播，已经逐渐从原有的单向宣传，演变为和受众互动的双向传播，营 销也正由传统型营销推介方式转变为全媒体信息化方向发展，特别是微信微博、 社区论坛、短视频等自媒体平台的运用，在企业品牌传播中越发重要。近些年， 国内外学者对自媒体的研究越来越多，也越来越广，国外学者对传播理论研究较 早，国内学者从中国实际国情出发，借鉴国外研究成果，对这一新兴的营销方式 进行了理论和实践内容的研究。本研究，对一家传统制造企业典型代表的自媒体 传播进行研究。 CH公司是中国传统家电业的典型代表，是四川最大的工业企业，2015年销售 规模破千亿，连续每年以百亿的速度增长。CH公司经历过辉煌，也曾彷徨，目前 在不断改革、转型升级，以迎战新的竞争，尤其是面对小米、华为等跨界品牌的“入 侵”，该公司从战略、产业、技术以及品牌等，都需要做相适应的调整与完善。经 过比较系统的调研，以期对其进行系统、深入的理解，优化CH公司自媒体传播， 激活数十年的品牌积淀，能给耐用品的品牌传播，尤其是自媒体的传播带来一些 启发与借鉴意义。 本文主要从四个部分进行了研究，第一部分是从理论的角度，对品牌传播的 理论基础与相关知识体系结合实际应用作了梳理；第二部分深入调研了CH公司自 媒体等现状，包括定位、受众、内容、渠道、效果以及主要平台各自的运营情况 等等，从而提出问题；第三部分是从品牌定位等作了问题分析；第四部分结合上 述分析以及CH公司实际情况，给出了解决自媒体传播问题的策略，包括传播受众、 传播渠道建设、内容来源以及相应的实施计划与评估等。 通过有针对性地提出问题、分析问题、解决问题，为CH公司自媒体传播构建 了相对合理的自媒体传播矩阵，并给出了相应的传播策略与整体实施计划，在实 施过程中，传播效果已有显现，也希望能为其他企业，尤其是传统制造企业的自 媒体传播提供参考。 关键词：品牌传播，新媒体，自媒体 ABSTRACT II ABSTRACT With the continuous development of media technology, people's access channels and ways of information are changing dramatically. The brand communication of enterprises has gradually evolved from the original one-way publicity to the two-way communication with the audience. The marketing is also changing from the traditional marketing and promotion mode to the development of all media information direction, Especially the new media platforms such as Wechat，Micro blog, community forum, short videos, which are becoming more and more important in corporate brand communication.This thesis is aimed to study the communication of We-media. CH Company is a typical representative of China's traditional household electrical appliances industry. At present, especially in the face of the "invasion" of cross-border brands such as Xiaomi and Huawei. The company needs to make appropriate adjustment and improvement from strategy, industry, technology and brand. Through systematic research, we hope to have a systematic and in-depth understanding of it, optimize CH Company's communication by We-media, activate decades of brand accumulation, and bring some inspiration and reference to the brand communication of durable goods, especially the self media communication. This thesis mainly studies from four parts. Part 1, it combs the theoretical basis of brand communication and the practical application of related knowledge system from the theoretical perspective. Part 2, it makes an in-depth investigation on the status of CH Company's We-media, including positioning, audience, channel, content and the operation of the main platforms and so on, so as to put forward existing questions. Part 3, it analyzes problems from the brand positioning. Part 4, it combined with the above analysis and the actual situation of CH Company, this thesis put forward strategies to solve the problem of self media communication, which is including the communication audience, source of content, communication channel construction and corresponding implementation plan and evaluation. Through putting forward the questions, analyzing and solving problems, this thesis constructs a relatively reasonable We-media communication matrix for CH Company's We-media communication, and gives the corresponding communication strategy and overall implementation plan. In the process of implementation, the communication ABSTRACT III effect has been shown, and it also hopes to provide reference for other enterprises, especially for traditional manufacturing enterprises. Key words: Brand Communication, New Media, We-media 目 录 IV 目 录 第一章 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 ................................................................................................ 2 1.1.3 研究对象 ................................................................................................ 3 1.1.4 研究内容与方法 .................................................................................... 3 1.2 理论基础 ............................................................................................................ 5 1.2.1 传播学理论 ............................................................................................ 5 1.2.2 新媒体理论 ............................................................................................ 7 1.2.3 相关概念界定 ...................................................................................... 10 第二章 CH品牌自媒体传播现状 ................................................................................ 12 2.1 CH公司品牌自媒体传播定位现状 ................................................................ 12 2.1.1 CH公司品牌自媒体定位现状 ............................................................. 13 2.1.2 CH公司品牌自媒体传播目标 ............................................................. 14 2.2 自媒体传播受众现状 ...................................................................................... 15 2.3 自媒体传播渠道现状 ...................................................................................... 17 2.3.1 集团微信公众号运营现状 .................................................................. 17 2.3.2 集团微博运营现状 .............................................................................. 20 2.3.3 集团贴吧运营现状 .............................................................................. 23 2.3.4 集团粉丝小程序运营现状 .................................................................. 24 2.3.5 集团其他自媒体运营现状 .................................................................. 26 2.4 自媒体传播内容现状 ...................................................................................... 28 2.5 CH自媒体传播效果及存在问题 .................................................................... 28 第三章 CH公司品牌定位 ............................................................................................ 32 3.1 CH公司母品牌定位 ........................................................................................ 32 3.2 CH公司子品牌定位 ........................................................................................ 34 第四章 CH公司品牌自媒体传播策略 ........................................................................ 37 4.1 CH公司品牌自媒体传播受众 ........................................................................ 37 4.2 CH公司品牌自媒体传播渠道 ........................................................................ 37 4.2.1 自媒体矩阵建设 .................................................................................. 37 目录 V 4.2.2 集团及BU自媒体协同 ....................................................................... 41 4.2.3 强化官方自媒体平台建设 .................................................................. 43 4.2.4 外部自媒体圈层建设 .......................................................................... 43 4.2.5 多媒介协同与互动 .............................................................................. 44 4.3 CH公司品牌