本文選題：社交媒體 + 市場營銷�。� 參考：《中國海洋大學》2015年碩士論文

【摘要】：伴隨互聯(lián)網(wǎng)和移動互聯(lián)網(wǎng)技術的不斷發(fā)展,近年來,各種社交媒體如雨后春筍般與日俱增。本文所研究的社交媒體,是基于互聯(lián)網(wǎng)Web2.0的技術平臺的一種應用集合,網(wǎng)絡的終端用戶可以在這種集合上開展交流。這種變化不僅給予用戶極大的互動空間,并且賦予了極強的傳播甚至創(chuàng)造內容的能力,將話語權直接轉遞到了公眾手中。社交媒體具有公開性、交流性、參與性、對話性、社區(qū)化及連通性等特性。比較典型的應用是微博、論壇、微信、播客、博客、SNS等Web2.0應用平臺。近些年來,社交媒體開始逐漸步入主流媒體領域,并在之后的數(shù)年中會逐漸被市場營銷領域所接納,開始通過社交媒體進行市場營銷推廣活動的品牌會越來越多。本文以A公司的家電產(chǎn)品營銷作為研究對象,深入分析了其現(xiàn)有營銷模式的弊端,以及推行社交媒體營銷的必要性和可行性,并且根據(jù)A公司自身情況,設計出了創(chuàng)新的一套社交媒體營銷方案。本文的目的在于解決A公司現(xiàn)有的營銷困境,并為其他公司的社交媒體營銷提供實踐依據(jù)和現(xiàn)實的參考意義。本文的研究方法主要包括比較研究法,文獻綜述法和案例分析法。從當前營銷的媒體環(huán)境改變,到行業(yè)情況介紹,再到深入剖析A公司的現(xiàn)實問題和社交媒體的策略設計以及實施保障措施,由點及面,層層深入,構建了一套切實可行的社交媒體策略方法。
[Abstract]:With the development of Internet and mobile Internet technology, social media has been springing up in recent years.The social media studied in this paper is an application set of the technology platform based on the Internet Web2.0, on which the end users of the network can communicate.This kind of change not only gives the user great interactive space, but also gives the extremely strong ability to spread and even create the content, and transmits the right of speech directly to the public.Social media has the characteristics of openness, communication, participation, dialogue, community and connectivity.The typical application is Weibo, forum, WeChat, podcast, blog and so on Web2.0 application platform.In recent years, social media has gradually entered the mainstream media field, and in the next few years, it will be gradually accepted by the marketing field, and more and more brands will start marketing activities through social media.This paper takes the marketing of household appliances of company A as the research object, deeply analyzes the malpractice of its existing marketing mode, and the necessity and feasibility of promoting the marketing of social media, and according to the situation of company A,An innovative social media marketing scheme is designed.The purpose of this paper is to solve the current marketing dilemma of company A, and to provide practical basis and practical reference for other companies' social media marketing.The research methods of this paper mainly include comparative research method, literature review method and case analysis method.From the change in the media environment of current marketing to the introduction of the industry situation, and to the in-depth analysis of company A's real problems and the strategy design of social media and the implementation of the safeguard measures, from point to surface, layer by layer,A set of practical social media strategies and methods are constructed.
【學位授予單位】：中國海洋大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F274

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本文編號：1738357