摘要
随着网民数量的增加以及互联网的普及，舆情信息的传播速度越
来越快，影响力也越来越大，舆情逐渐成为党和政府倾听民意、做出
决策的重要因素。随着社会对舆情监测、预警和引导等舆情产品和服
务的市场需求日益增长，越来越多的企业开始大力开发舆情产品、拓
展舆情业务。作为新兴市场的产品，企业如何开发满足市场需求的舆
情产品，如何制定舆情产品的营销策略，成为企业舆情业务关注的重
要问题

本文通过分析舆情产品的特点、现状及行业发展趋势，运用市场
营销和服务营销等营销理论，对舆情产品的营销进行系统性研究，并
以 ZZ 网站为研究蓝本，分析其部门和产品的发展现状、营销策略和
所存在的问题，最终对该网站的舆情产品营销策略进行优化设计，为
ZZ网站在今后的舆情产品营销业务开展中提供支持和实际应用参考

本文通过分析舆情产品现存问题，针对性地提出营销对策，明确
目标客户，完善以系列舆情报告为拳头产品的产业链，并提升研判、
引导、处置建议和培训等关联服务，同时注重线上线下并重的营销手
段，以个性化的产品和周到的服务提升客户满意，最终提升 ZZ 网站
舆情产品在行业中的市场占有率，增加网站业务收入。本文的研究结
论，能够对 ZZ 网站舆情产品营销策略提供优化建议，也为同类舆情
产品的营销提供借鉴

关键词：舆情产品，网络营销，服务营销
论文类型：应用基础研究II
RESEARCH ON THE MARKETING STRATEGY OF
PUBLIC OPINION PRODUCTS: A CASE OF ZZ
WEBSITE
ABSTRACT
With the increase of the netizens and internet penetration, public opinion has an
increasingly quick transmission and strong influence. The market requirement of both
government and companies for the products and service of public opinion, such as
monitoring, warning and guiding, is growing. Therefore, more and more companies
start to develop products of public opinion and expand relative business. It would be
an important issue to study how to develop the products to meet the market demand
and how to develop marketing strategy of public opinion products.
In this paper, the product marketing of public opinion will be systematically studied,
with analyzing the characteristics, present situation and development trends of the
public opinion products. According to ZZ News Website as the original version, this
paper analyses their sectional structure, product overview, marketing strategy and
facing problems, and finally sums up the tuning recommendations of marketing
strategy and helps the ZZ News Website’s sales business in public opinion.
By analyzing the current problems, this paper develops marketing strategies
specifically. The company should understand its target customers and pay attention to
marketing tools both online and offline. By completing its industry chain which
develops public opinion reports as its leading product and improve associated services
such as analysis, guiding, suggestion and training, it will improve customer
satisfaction and finally help the public opinion products of ZZ News Website to
increase income as well as their market share. The research conclusions of this paper
can improve the company’s marketing strategies, and provide guidance for the
marketing of other public opinion products.
KEYWORDS: Public Opinion Product; Network Marketing; Service Marketing
TYPE OF DISSERTATION / THESIS: Application Fundamentals浙江工业大学硕士学位论文 舆情产品营销策略研究——以 ZZ 网站为例
III
目 录
1 绪论..........1
1.1 问题的提出及研究意义 1
1.1.1 选题背景.....1
1.1.2 问题的提出.1
1.1.3 研究的意义.2
1.2 研究的思路和方法........ 2
1.2.1 研究思路.....2
1.2.2 研究方法.....2
1.3 研究内容和论文结构.... 3
1.3.1 研究内容.....3
1.3.2 论文结构.....3
2 国内外相关文献综述.....5
2.1 概念的界定........ 5
2.1.1 舆情.5
2.1.2 舆情产品.....5
2.1.3 市场营销.....6
2.2 国内外营销理论研究现状........ 6
2.2.1 国外营销理论研究现状.....7
2.2.2 国内营销理论研究现状.....8
2.3 国内外舆情理论研究现状........ 9
2.3.1 国外舆情理论研究现状.....9
2.3.2 国内舆情理论研究现状...10
2.4 舆情产品营销理论研究现状.. 10
3 我国舆情行业的发展现状和趋势.......13
3.1 我国舆情行业及舆情产品的发展现状.......... 13
3.1.1 舆情产品供应商概述.......13
3.1.2 舆情行业的主要特点.......15
3.2 我国舆情行业及舆情产品的发展趋势.......... 16
3.2.1 市场潜力大且需求层次分化.......16
3.2.2 舆情监测手段不断升级...16
3.2.3 “互联网+”融合催生新前景.....17
3.2.4 行业专业性进一步提高...17浙江工业大学硕士学位论文 舆情产品营销策略研究——以 ZZ 网站为例
IV
4 ZZ 网站舆情产品营销分析......19
4.1 ZZ 网站舆情部门现状概述..... 19
4.2 ZZ 网站舆情产品概况. 20
4.2.1 舆情产品....20
4.2.2 舆情延伸服务........21
4.3 ZZ 网站舆情产品营销策略..... 22
4.3.1 市场需求分析.......22
4.3.2 营销策略分析.......23
4.4 ZZ 网站舆情产品竞争环境..... 24
4.4.1 行业内现有竞争对手.......24
4.4.2 潜在竞争者的威胁...........24
4.4.3 替代产品或服务的威胁...........
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