【摘要】全球商業(yè)的發(fā)展帶來了新的營銷運(yùn)作環(huán)境，消費(fèi)者每天都接觸上千條由
各種渠道傳播的海量信息，通過傳統(tǒng)的營銷公關(guān)手段來爭取消費(fèi)者的認(rèn)可己經(jīng)不
太容易。事實(shí)上，現(xiàn)在的消費(fèi)者與買方越來越看重那些具有專業(yè)資質(zhì)與相關(guān)知識
的個人或小群體即影響者，通過他們的專業(yè)意見來簡化決策所需要的時間與精
力。所以，對影響者關(guān)系的管理，使市場營銷公共關(guān)系效果最大化，這是市場營
銷公共關(guān)系管理中一個新拓展的部分。
本文首先分析了新的市場營銷環(huán)境所面臨的困境，繼而提出了影響者的概
念及其鑒定的方法、性格特點(diǎn)及其作用。其次，對影響者的分類及影響者關(guān)系管
理基本原則的分析也是本文的重要內(nèi)容之一，對于營銷公關(guān)來說也是至關(guān)重要
的。接著，本文還依據(jù)營銷學(xué)、傳播學(xué)、公共關(guān)系學(xué)的基本原理，以感知、參與、
推薦這三個步驟為基點(diǎn)，分析了影響者關(guān)系管理的基本方法。
本文的創(chuàng)新之處是發(fā)掘了營銷公關(guān)中具有決定力量的影響人群—影響者，
并通過對這些影響者的分析與關(guān)系管理的探索和研究，對營銷公關(guān)進(jìn)行有益的輔
助與補(bǔ)充。對影響者關(guān)系管理的研究，無疑是營銷公關(guān)領(lǐng)域新的拓展，這對于中
國企業(yè)的市場營銷公關(guān)實(shí)踐具有積極意義。
【關(guān)鍵詞】影響者影響者關(guān)系管理營銷公關(guān)

中文摘要············································································
英文摘要············································································
目錄··················································································
緒論················································································
1研究對象·······································································
2研究的目的和意義···························································
3研究現(xiàn)狀·······································································
2新的商業(yè)環(huán)境下市場營銷所面臨的挑戰(zhàn)···································
2.1產(chǎn)品的擴(kuò)散促進(jìn)廣告業(yè)的發(fā)展，但是廣告市場較混亂···············
2.2消費(fèi)者對信息的過濾及營銷過程的障礙降低了營銷效果············
2.3新的挑，l勢······································································
3營銷公關(guān)中的影響者···························································
3.1影響者的定義·································································
3.2影響者鑒定方法·······························································
3.3影響者的特點(diǎn)·································································
3.4市場營銷中影響者的作用··················································
4營銷公關(guān)中影響者的分類·····················································
4.1媒體從業(yè)者·····································································
4.2專家·············································································
4.3名人·············································································
4.4同輩中的領(lǐng)袖·································································
4.5訓(xùn)卜謗者··········································································
5營銷公關(guān)的影響者關(guān)系管理核心原則
5.1以事實(shí)為基礎(chǔ)······························……
5.2有針對性地滿足影響者的知曉需求···……
5.3應(yīng)用“雙向?qū)ΨQ模式”實(shí)行影響者關(guān)系管理
6營銷公關(guān)的影響者關(guān)系管理的基本方法··································
6.1建立影響者數(shù)據(jù)庫···························································
6.2讓他們感知—影響者的激活············································
6.3讓他們加入—增強(qiáng)影響者的參與感···································
6.4讓他們推薦—以公關(guān)運(yùn)作為企業(yè)營銷提供契機(jī)·········..