新媒体营销及危机公关(双语)

The marketing and crisis management

in the era of new media

新媒体是相较传统媒体（报刊、电视、广播等）而言，以数字信息技术为基础，以互动为特点、具有创新形态的媒体，它是一个非常宽泛的概念，其本质是一种信息传播方式的革新。Pc、手机、平板、网络电视等是新媒体的载体平台，而微博、微信、博客等则是新媒体的应用形式。

Compared to traditional media, new media (newspapers, television, radio, etc.) is based on the information technology. It is interactive and innovative. New media is a broad concept, which means a revolution of communication. The platform is consist of PC, mobile phone , tablet and network television. Besides, micro-blog , WeChat and blog are applied in the platform of new media.

新媒体传播快，影响广，对于企业的品牌管理活动提出了很大的挑战。新媒体的核心精神便是互动与创新，新媒体用户热爱社交互动，分享，免费，强调参与感，注重用户体验，根据兴趣、价值观等进行分众，意见领袖在新媒体信息传播中起到了关键作用，运用新媒体进行品牌管理或企业传播时，考虑到新媒体的用户特性尤为重要。

New media delivers messages fast and widely, which results in a big challenge for the corporate brand management. The interactivity and innovation is the core spirit of new media. The customers of new media love social activity online, sharing, free and participation . They care about User Experience and form different groups according to interests and values. The opinion leaders on the internet play a important role in the information communication. In a word, we should take into account the characteristics of new media users, when we conduct brand management or corporate communication.

新媒体已经成为整合营销的重要平台，例如在康爱一生便是一款全渠道销售的产品，充分运用数字化手段，实现了数字方式与传统方式完美结合的整合营销方案，手机APP、二维码扫描、微博、微信等新媒体齐上阵，为康爱一生产品进行宣传，取得了很好的效果。

New media has become a most popular social media marketing tool for integrated marketing. For example, “Kang Ai Yi Sheng” is a product to be sold in all channels, which makes full use of new media communication for integrated marketing. The publicity for Kang Ai Yi Sheng makes a good results by the use of mobile APP, two-dimensional code scanning, micro-blog, WeChat.

以微博为例，新浪微博月活跃用户已超1.2亿，平均每天活跃用户数量达到6140万。微博信息传播快，互动强，影响广，信息传播极易呈现爆发性增长，已经成为品牌管理的重要渠道之一。主要功能包括：产品推广、客户服务、资讯发布等，一个微博的运营离不开微博定位、内容策略、互动策略、活动策略等前期计划，在运营过程中如何将线上线下结合，把微博打造成企业的“官网”之一，都需要运营人员对运营目标的设置，对目标受众的理解，对企业资源的运用。利用微博进行品牌推广的策略主要有：日常运营、事件炒作、整合营销三个方面。

Taking Sina Weibo for example, the users of Sina Weibo has exceeded 120 million monthly active users, and the average number of daily active users has reached 61.4 million. Sina Weibo spreads fast, widely and interactively, which has become a important channel for brand management.The main function of the micro-blog includes: product promotion, customer service, information publishing. The operator should pay attention to the appropriate market location, the content, the interactivity and the activities. Therefore, the micro-blog become another official website for company, combining online and offline. All of these rely on the operator’s setting for the launch target, the understanding for the target users and the operation for the corporate resources. What’s more, the strategies for micro-blog marketing include: daily launch, Commercial hype and Integrated Marketing.

1、日常运营：根据用户类型及活跃时间，设置微博内容主题，进行日常的常规更新。

1. daily launch：According to the characteristic and active time of users, set the content topics of micro-blog and update news regularly.

2、事件营销：策划事件进行话题炒作，提高品牌/产品知名度。

2. Commercial hype: plan hot topic for hype to improve brand.