本文關(guān)鍵詞： 社交類網(wǎng)絡(luò)服務(wù) 用戶選擇動機(jī) 品牌商 營銷策略　出處：《北京郵電大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

【摘要】：以社交網(wǎng)站、微博、移動社交應(yīng)用為主要構(gòu)成的社交類網(wǎng)絡(luò)服務(wù)擁有規(guī)模龐大的用戶數(shù)量、功能多樣的用戶體驗平臺、開放的網(wǎng)絡(luò)環(huán)境以及獨特的傳播機(jī)制。這些特點都非常有利于品牌商以該服務(wù)作為媒介進(jìn)行在線營銷推廣,面向用戶群體實施特定的廣告和互動策略,提升營銷活動的精準(zhǔn)性、傳播效率以及整合效果,實現(xiàn)與用戶雙向、無中間環(huán)節(jié)的對話溝通。而品牌商進(jìn)行的付費廣告和線上推廣活動也是社交類網(wǎng)絡(luò)服務(wù)提供商的主要收入來源,因此,社交類網(wǎng)絡(luò)服務(wù)提供商必須同時做好滿足用戶使用需求、優(yōu)化用戶體驗,以及協(xié)助品牌商更好地完成在線營銷推廣等任務(wù)。 在品牌商與社交類網(wǎng)絡(luò)服務(wù)提供商合作進(jìn)行的營銷活動中,也存在一些導(dǎo)致營銷效果不佳的問題,需要雙方共同協(xié)作解決。用戶是社交類網(wǎng)絡(luò)服務(wù)的生存基礎(chǔ),也是該服務(wù)平臺營銷價值的來源和品牌商營銷策略的實施對象。因此,品牌商和社交類網(wǎng)絡(luò)服務(wù)提供商在解決營銷問題的過程中必須以滿足用戶需要、激發(fā)用戶參與熱情為著手點,將用戶對于功能使用的訴求、品牌商對于市場推廣效果的訴求和社交類網(wǎng)絡(luò)服務(wù)提供商實現(xiàn)盈利的訴求結(jié)合起來。 本文所做研究以用戶選擇使用社交類網(wǎng)絡(luò)服務(wù)的動機(jī)作為切入點,以提出解決營銷問題的策略建議為最終目標(biāo)。首先,通過文獻(xiàn)研究對相關(guān)概念進(jìn)行了定義和范圍界定,之后以案例研究為主要方法歸納總結(jié)了品牌商在不同形式社交類網(wǎng)絡(luò)服務(wù)平臺進(jìn)行營銷活動投放的特點、共性和存在問題。其次,根據(jù)實證研究結(jié)果提出了用戶選擇使用社交類網(wǎng)絡(luò)服務(wù)的四種動機(jī),即有用性、易用性、外部影響和獨特性。以此為基礎(chǔ),進(jìn)一步分析了用戶對于群體歸屬、自我展示、求新獵奇等方面的內(nèi)在需要,并以用戶需要為出發(fā)點,結(jié)合營銷中存在的問題,提出了針對品牌商和社交類網(wǎng)絡(luò)服務(wù)提供商的營銷策略建議。最后,對本文的研究結(jié)果及展望進(jìn)行了小結(jié)。
[Abstract]:Social networking services, mainly composed of social networking sites, Weibo and mobile social applications, have a large number of users and a diverse user experience platform. Open network environment and unique communication mechanism. These characteristics are very helpful for the brand to use the service as a medium for online marketing promotion, for users to implement specific advertising and interactive strategies, improve the accuracy of marketing activities, Communication efficiency and integration effect, and achieve two-way, no intermediate links of dialogue and communication. And the brand of paid advertising and online promotion activities are also the main source of income of social network service providers, so, Social network service providers must also meet the needs of users, optimize the user experience, and help brands to better complete the tasks of online marketing promotion. In the marketing activities carried out by brands and social network service providers, there are also some problems that lead to poor marketing effect, which need to be solved by both sides. Users are the survival basis of social network services. It is also the source of the marketing value of the service platform and the target of the brand merchant marketing strategy. Therefore, the brand and social network service providers must meet the needs of the users in the process of solving the marketing problems. Stimulating the enthusiasm of user participation is the starting point, which combines the demand of users for the use of function, the demand of brand name for marketing effect and the demand of social network service provider to realize profit. The research in this paper is based on the motivation of users to choose to use social networking services, and the ultimate goal is to propose strategies and suggestions to solve the problems of marketing. Firstly, this paper defines and defines the relevant concepts through literature research. Secondly, the paper summarizes the characteristics, commonness and existing problems of brand merchants' marketing activities in different forms of social network service platform, taking the case study as the main method. Based on the empirical results, four kinds of motivations for users to choose to use social networking services, namely usefulness, ease of use, external influence and uniqueness, are proposed. Based on the inherent needs of seeking novelty and novelty, and taking the needs of users as the starting point, combined with the problems existing in marketing, this paper puts forward some suggestions on marketing strategies for brand merchants and social network service providers. The research results and prospects of this paper are summarized.
【學(xué)位授予單位】：北京郵電大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F49;F274

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本文編號：1511255