本文關(guān)鍵詞：中國(guó)社交網(wǎng)站營(yíng)銷模式研究　出處：《湖南大學(xué)》2012年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 社交網(wǎng)站 營(yíng)銷模式 目標(biāo)營(yíng)銷 體驗(yàn)營(yíng)銷 病毒營(yíng)銷

【摘要】：社交網(wǎng)站與其他類型的網(wǎng)站相比，其突出優(yōu)勢(shì)就在于得天獨(dú)厚的信息高效分發(fā)模式和足夠的用戶資源。但是有了這些優(yōu)勢(shì)還不夠，重點(diǎn)在于如何將這些優(yōu)勢(shì)轉(zhuǎn)化為實(shí)際的經(jīng)濟(jì)效益，就目前來說，中國(guó)的社交網(wǎng)站幾乎都受困于營(yíng)銷模式的羈絆，很難維持一個(gè)健康的發(fā)展態(tài)勢(shì)。因此對(duì)于社交網(wǎng)站營(yíng)銷模式的研究，不僅事關(guān)中國(guó)社交網(wǎng)站的生存與發(fā)展，也關(guān)系著互聯(lián)網(wǎng)行業(yè)的可持續(xù)發(fā)展。 本文在社交網(wǎng)站營(yíng)銷模式已有研究成果的基礎(chǔ)上，運(yùn)用六度分隔、口碑營(yíng)銷和互動(dòng)營(yíng)銷等理論，對(duì)中國(guó)社交網(wǎng)站的營(yíng)銷現(xiàn)狀、營(yíng)銷模式類型、現(xiàn)有營(yíng)銷模式的缺陷及優(yōu)化策略等問題進(jìn)行研究。研究認(rèn)為，目前中國(guó)社交網(wǎng)站網(wǎng)民中的中青年群體數(shù)量在不斷增加，網(wǎng)民群體有向低學(xué)歷人群擴(kuò)散的趨勢(shì)，在用戶職業(yè)結(jié)構(gòu)上，學(xué)生依然占據(jù)了最大部分的比例。當(dāng)前國(guó)內(nèi)社交網(wǎng)站的最主要的盈利來自于廣告和增值服務(wù)兩大塊。各大運(yùn)營(yíng)商往往通過制定行業(yè)標(biāo)準(zhǔn)、爭(zhēng)取協(xié)作伙伴、實(shí)現(xiàn)合作共贏等手段來獲取競(jìng)爭(zhēng)優(yōu)勢(shì)。 中國(guó)社交網(wǎng)站的營(yíng)銷模式主要有三種，即目標(biāo)營(yíng)銷、體驗(yàn)營(yíng)銷和病毒營(yíng)銷。目標(biāo)營(yíng)銷突破了傳統(tǒng)營(yíng)銷方式中只能對(duì)市場(chǎng)目標(biāo)定性的缺陷，通過先進(jìn)的數(shù)據(jù)技術(shù)和通訊技術(shù)等現(xiàn)代化的技術(shù)手段保持與用戶的長(zhǎng)期溝通關(guān)系，使?fàn)I銷效果達(dá)到可量化、可調(diào)控的目標(biāo)要求。體驗(yàn)營(yíng)銷模式以滿足客戶的體驗(yàn)需求為前提、以產(chǎn)品和服務(wù)為工具、以取得良好的營(yíng)銷效果為目標(biāo)，通過產(chǎn)品服務(wù)與用戶之間的“零距離”接觸來拉近企業(yè)與客戶之間的關(guān)系。病毒營(yíng)銷模式將想要推廣的產(chǎn)品信息和服務(wù)信息像傳播病毒一樣傳遞給目標(biāo)受眾，改變了過去那種單一的傳播模式，把信息接受者都變成信息傳播者，使?fàn)I銷效果產(chǎn)生幾何倍數(shù)的增長(zhǎng)。 中國(guó)社交網(wǎng)站的營(yíng)銷模式存在著一定的缺陷，不管從滿足用戶需求角度還是從自身獲取商業(yè)利益的角度來講，目前的營(yíng)銷模式都難以完全與之適應(yīng)。如營(yíng)銷價(jià)值鏈過短，同質(zhì)化問題嚴(yán)重，缺乏盈利支撐，目標(biāo)群體難以準(zhǔn)確定位，信用問題給“體驗(yàn)”帶來阻礙，“病毒”傳播難以掌控等。中國(guó)社交網(wǎng)站營(yíng)銷模式的優(yōu)化策略是，，實(shí)施手段理念創(chuàng)新化，產(chǎn)品服務(wù)多元化，資源配置合理化，盈利來源多樣化同時(shí)，目標(biāo)營(yíng)銷模式應(yīng)注重差異化目標(biāo)定位，體驗(yàn)營(yíng)銷模式應(yīng)注意控制信用風(fēng)險(xiǎn)，病毒營(yíng)銷模式應(yīng)強(qiáng)化傳播控制和全局觀念。
[Abstract]:Compared with other types of websites, social networking sites have the unique advantages of efficient distribution of information and sufficient user resources, but these advantages are not enough. The focus is on how to turn these advantages into actual economic benefits. For now, almost all of China's social networking sites are trapped in the shackles of the marketing model. It is difficult to maintain a healthy development trend. Therefore, the research on the marketing mode of social network not only relates to the survival and development of social network in China, but also to the sustainable development of the Internet industry. Based on the existing research results of the social network marketing model, this paper uses the theory of six degrees separation, word of mouth marketing and interactive marketing to analyze the current marketing situation and the type of marketing model of Chinese social network sites. Research on the defects of the existing marketing model and optimization strategies. The study shows that the number of the middle and young groups among the Chinese social network users is increasing and the number of Internet users has a tendency to spread to the low-educated population. Students still account for the largest proportion of users' professional structures. Most of the current profits on domestic social networking sites come from advertising and value-added services. Operators often set industry standards. Strive for collaboration partner, realize cooperation win-win and other means to gain competitive advantage. There are three main marketing models of Chinese social networks, namely, target marketing, experience marketing and viral marketing. Target marketing breaks through the limitation of traditional marketing methods which can only be qualitative to the market objectives. Through advanced data technology and communication technology and other modern technical means to maintain long-term communication with users, so that the marketing results can be quantified. The experience marketing model is based on satisfying the customer's experience demand, taking the product and service as the tool, and taking the good marketing effect as the goal. Through the "zero distance" contact between the product service and the user, the relationship between the enterprise and the customer is narrowed. The product information and service information that the virus marketing mode will want to promote to the target audience like the spread of the virus. It has changed the single mode of communication in the past, turning the information receivers into information disseminators, so that the effect of marketing has increased exponentially. There are some defects in the marketing model of Chinese social networks, whether from the point of meeting the needs of users or from the point of view of obtaining commercial benefits. The current marketing model is difficult to fully adapt to it, such as marketing value chain is too short, homogeneity problem is serious, lack of profit support, target group is difficult to locate accurately, credit problems bring obstacles to "experience". The optimization strategy of marketing mode of Chinese social network site is innovation of implementing means, diversification of products and services, rationalization of resource allocation and diversification of profit sources. The target marketing mode should pay attention to the differentiation target orientation, the experience marketing mode should pay attention to controlling the credit risk, the virus marketing mode should strengthen the communication control and the overall idea.
【學(xué)位授予單位】：湖南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：F49;F274

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