网络推手的舆论营造方式研究  

Research on the Ways of Public Opinion Creating of Internet Marketers

作　　者：单一唯 

机构地区：[1]中国人民武装警察部队学院,廊坊065000

出　　处：《中国公共安全（学术版）》2015年第3期88-91,共4页China Public Security(Academy Edition)

摘　　要：随着互联网对中国社会影响力的逐年加深,网络推手的作用日益彰显,如何正确引导网络推手正面健康发展,并对其行为进行有效监管,成为当今社会面临的重要问题。本文通过对近年来网络推手的舆论营造活动进行归类、汇总,对其在舆论营造过程中的对象选择和营销方式进行归纳、研究。从口碑营销、病毒营销、利用网民的从众心理营销等三个方面入手,深入剖析网络推手的具体营销策略和手段,以期为有关部门的监督、监管工作提供一定的理论依据。With the increasing social influence of the Internet on China, the roles of the Internet marketers become more obvious. This article analyzes the activities of public opinion creating of Internet marketers, summarizes their ways of object selection and marketing in this process. It further analyzes the specific marketing strategies and means of the Internet marketer from three aspects - the word of mouth marketing, the viral marketing and the use of the Internet users conformity marketing. It hopes to provide a theoretical basis for the supervision of the relevant departments.

关 键 词：网络推手 舆论 舆论营造 

分 类 号：G206.3[文化科学—传播学]