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 摘要如今已经成为人们获取信息的重要途径，使用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KakaoTalk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，本文通过用户对于的依赖、智能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 people 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 people's lives. As a new media, which is what marketing function《 What China can learn from the marketing strategy《This 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 marketing 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 improved 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 marketing 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 current 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 analysis, 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 and 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 12 KakaoTalk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KakaoTalk 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-----------------------。