本文選題：網(wǎng)絡(luò)社區(qū) + 本地化　； 參考：《四川師范大學(xué)》2015年碩士論文

【摘要】：本地化社區(qū)網(wǎng)站是基于實(shí)體城市社區(qū)之上的虛擬社區(qū)網(wǎng)站,是以社區(qū)論壇切入電子商務(wù)的地方性網(wǎng)站。在不同的階段,本地化社區(qū)網(wǎng)站的運(yùn)營(yíng)營(yíng)銷策略與方式也有相應(yīng)的特點(diǎn)。在此,我們結(jié)合電子商務(wù)整合營(yíng)銷的4I原則,分別以趣味原則(Interesting)、利益原則(Interests)、互動(dòng)原則(Interaction)、個(gè)性原則(Individuality)為視角,對(duì)新媒體環(huán)境下城市社區(qū)網(wǎng)站的運(yùn)營(yíng)創(chuàng)新進(jìn)行深入的分析。分別從四個(gè)原則的角度解析城市社區(qū)網(wǎng)站借助新媒體技術(shù)實(shí)現(xiàn)創(chuàng)新?tīng)I(yíng)銷的可能性及有效路徑,并對(duì)其創(chuàng)新過(guò)程中體現(xiàn)出的特點(diǎn)進(jìn)行簡(jiǎn)要解讀,為從整體上認(rèn)識(shí)大數(shù)據(jù)環(huán)境下的城市社區(qū)網(wǎng)站運(yùn)營(yíng)模式打下基礎(chǔ)�？v觀電子商務(wù)模式的演變歷程,從企業(yè)消費(fèi)到全民服務(wù)、從單向展示到雙向互動(dòng)、從信息分散到信息集中。在網(wǎng)絡(luò)消費(fèi)日益繁盛的背景下,消費(fèi)者將從被動(dòng)接受訊息的弱勢(shì)角色轉(zhuǎn)而步入"消費(fèi)者主權(quán)時(shí)代"。同時(shí),也正是從這個(gè)意義上出發(fā),依靠信息檢索服務(wù)、內(nèi)容大而全、提供多種免費(fèi)服務(wù)來(lái)吸引"眼球"的門(mén)戶網(wǎng)站似乎已不符合新的生存法則。本文通過(guò)分析在線點(diǎn)評(píng)平臺(tái)的運(yùn)營(yíng)模式、分類信息平臺(tái)的運(yùn)營(yíng)模式、本地搜索平臺(tái)的運(yùn)營(yíng)模式,看出每種平臺(tái)都有自己的獨(dú)特優(yōu)勢(shì),但也有著某些方面的局限性。最后得出結(jié)論,“分類資訊+社區(qū)網(wǎng)+位置屬性+在線點(diǎn)評(píng)+團(tuán)購(gòu)服務(wù)”,這種一體式的服務(wù)體驗(yàn)展現(xiàn)了電子商務(wù)輝煌的前景,為中國(guó)本地化社區(qū)網(wǎng)站新媒體運(yùn)營(yíng)的發(fā)展模式創(chuàng)造了無(wú)限的可能。
[Abstract]:The localization community website is a virtual community website based on the real city community. It is a local website which cuts into the electronic commerce by the community forum. In different stages, local community website operation marketing strategy and mode also has the corresponding characteristic. In this paper, combining the 4i principle of E-commerce integrated marketing, we analyze the operation and innovation of urban community websites in the new media environment from the perspective of interest principle, interests principle, interaction principle and individual principle. From the angle of four principles, this paper analyzes the possibility and effective path of the city community website to realize the innovative marketing with the help of the new media technology, and briefly interprets the characteristics embodied in the process of innovation. For the overall understanding of the big data environment of urban community website operation model lay the foundation. Throughout the evolution of e-commerce model, from enterprise consumption to national service, from one-way display to two-way interaction, from information dispersion to information concentration. In the background of the increasing prosperity of online consumption, consumers will move from passive reception of information to the "era of consumer sovereignty". At the same time, from this point of view, the portal which relies on information retrieval services, provides a variety of free services to attract "eyeballs" seems to be out of line with the new survival rules. By analyzing the operation mode of online comment platform, the operation mode of classified information platform and the operation mode of local search platform, we can see that each platform has its own unique advantages, but also has some limitations. Finally, it is concluded that, "classified information community network location attribute online review group purchase service", this integrated service experience shows the brilliant prospect of e-commerce. For the Chinese localization community website new media operation development pattern has created the infinite possibility.
【學(xué)位授予單位】：四川師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：G206-F

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本文編號(hào)：2110175