关键意见领袖在营销传播中的应用研究.pdf

发布时间：2025-05-23 03:28

一般优于单案例分析所得的结论，并具有更大的推广应用价值；三是形成了一套其

他企业在做营销传播工作中可以借鉴的关键意见领袖的应用方法与规律。

关键词：关键意见领袖；营销传播；内容营销；多案例研究

Abstract

Opinionleadersaretheproductsofcommunicationscience.Theyaregroupsthat

playanimportantroleasmassmediainthemarketingcommunicationenvironment.

Sometimes,theirinfluencemaybegreaterthanthemassmedia,theyexistinthesocietyat

alllevelsofdailylifeorplace,theirinfluencehascertainsecretiveness,theymaybea

newspaperreporter,afriendwhocandeeplyinfluenceonyou,aleaderorateacherhelp

you,anoldladyledthedanceonthesquare,etc,andsomeisknownasthestarofthe

celebrities,expertsandscholars,onlinecelebrities,andthewe-media.

Keyopinionleadersbelongtothecategoryofopinionleaders.Keyopinionleaders

havegreaterinfluenceandhighertrust.Theycaninfluenceopinionleadersandthusaffect

thegeneralaudience.Basedonthecurrentbackgroundofmarketingcommunicationand

combinedwiththeneedsofmediadevelopment,thispaperselectsfourkeyopinion

leaderswhousethemost,havetheobviouscharacteristicsofcommunicationandthe

valueofbusinessapplicationtocarryoutdiscussion.Theyarecelebrities,expertsand

scholars,webcelebrityandwe-media.

Intodayscomplexmarketingcommunicationenvironment,itisparticularly

importantforenterprisestousekeyopinionleadersscientificallyandrationally.Key

opinionleaderscanbeusedbyenterprisestoformthecontentsymbolsofdifferentiated

marketingcommunicationandtoexpandtheirinformationcommunicationscopeor

marketingchannelsoftargetcustomergroups.Inthisway,