手机信息传播效果研究.docVIP

分类号＿＿＿＿＿＿ 密级＿＿＿＿＿＿ U D C＿＿＿＿＿＿ 编号＿＿＿＿＿＿ 题目 手机信息传播效果研究 院 系 专 业 年 级 学生姓名 学 号 指导教师 二O一一 年 三 月 学位论文原创性声明 本人郑重声明：所呈交的学位论文是本人在导师指导下独立进行研究工作所取得的研究成果。除了文中特别加以标注引用的内容外，本论文不包含任何其他个人或集体已经发表或撰写的成果作品。本人完全意识到本声明的法律后果由本人承担。 学位论文作者签名： 日期： 年 月 日 学位论文版权使用授权书 本学位论文作者完全了解学校有关保障、使用学位论文的规定，同意学校保留并向有关学位论文管理部门或机构送交论文的复印件和电子版，允许论文被查阅和借阅。本人授权省级优秀学士学位论文评选机构将本学位论文的全部或部分内容编入有关数据库进行检索，可以采用影印、缩印或扫描等复制手段保存和汇编本学位论文。 本学位论文属于 1、保密 □ ，在_____年解密后适用本授权书。Abstract·························································1 Key Words························································1 一、传播的定义···················································3 二、传播效果的定义···············································3 三、手机信息传播效果的定义·······································3 四、手机信息传播具有的基本特征···································3 （一）传播启动迅速············································3 （二）信息落点明确············································4 （三）接收具有贴身性··········································4 （四）传播的再延续性··········································4 （五）容聚焦度高··············································4 （六）信息传播双向性强········································4 五、手机信息传播的优点和弊端·····································5 （一）优点····················································5 （二）弊端····················································5 六、手机传播的形式···············································5 （一）手机短信息··············································5 （二）手机报··················································5 （三）手机电视················································5 七、手机信息传播在网络整合营销传播体系中的运用及影响·············6 （一） 信息告知···············································8（二）受众卷入················································9 （三）传播扩散················································9 八、个人总结·····················································10 主要参