【摘要】：社會(huì)化媒體有著存在的廣泛性和巨大的影響力,社會(huì)化營(yíng)銷越來(lái)越受到營(yíng)銷者的關(guān)注和重視。在營(yíng)銷3.0時(shí)代,消費(fèi)者不再是單純的消費(fèi)主體,而是有獨(dú)立意志和思想的完整的人類個(gè)體,消費(fèi)者在滿足了物質(zhì)需求和情感需求的基礎(chǔ)上,還會(huì)產(chǎn)生期望、愿景、價(jià)值觀等精神層面的需求,滿足消費(fèi)者的“精神需求”才是營(yíng)銷3.0時(shí)代的終極目標(biāo)。本文以“精神需求”為切入點(diǎn)和著力點(diǎn),對(duì)我國(guó)社會(huì)化營(yíng)銷展開(kāi)分析,并為我國(guó)的社會(huì)化營(yíng)銷的發(fā)展提出應(yīng)對(duì)策略建議。我國(guó)的社會(huì)化營(yíng)銷尚處于發(fā)展階段,本文結(jié)合我國(guó)社會(huì)化營(yíng)銷的現(xiàn)狀和問(wèn)題,從精神需求視角對(duì)我國(guó)的社會(huì)化營(yíng)銷提出一些策略建議,這有著理論和實(shí)踐的雙重意義。本文首先以“精神需求”和“社會(huì)化營(yíng)銷”的概念界定為基礎(chǔ),分析了精神需求在我國(guó)社會(huì)化營(yíng)銷中的體現(xiàn),剖析了滿足消費(fèi)者的“精神需求”在社會(huì)化營(yíng)銷中的必要性和價(jià)值所在。進(jìn)而結(jié)合我國(guó)營(yíng)銷實(shí)際,找到社會(huì)化營(yíng)銷存在的問(wèn)題,經(jīng)過(guò)案例分析研究,筆者從傳播者和受眾兩個(gè)角度為我國(guó)社會(huì)化營(yíng)銷提出了策略建議。從傳播者角度:首先,注重有效溝通;其次,要傾聽(tīng)來(lái)自消費(fèi)者的多種聲音;第三,要真正把消費(fèi)者融入營(yíng)銷的全過(guò)程;最后,要敢于進(jìn)行社會(huì)文化變革。從受眾角度,受眾要自主創(chuàng)造,積極分享,還要主動(dòng)參與,協(xié)同創(chuàng)意。社會(huì)化營(yíng)銷要洞察人心,營(yíng)銷者要學(xué)會(huì)換位思考,將消費(fèi)者的精神需求作為營(yíng)銷活動(dòng)的出發(fā)點(diǎn)和落腳點(diǎn)。最后,建議將本文的研究結(jié)果應(yīng)用到我國(guó)社會(huì)化營(yíng)銷的實(shí)際中去,為解決營(yíng)銷過(guò)程中的實(shí)際問(wèn)題提供參考。
[Abstract]:Social media has extensive and great influence, and social marketing has been paid more and more attention by marketers. In the era of marketing 3.0, consumers are no longer simple consumers, but a complete human individual with independent will and thought. On the basis of satisfying the material needs and emotional needs, consumers will also produce expectations, vision, values and other spiritual needs. Meeting the "spiritual needs" of consumers is the ultimate goal of the marketing 3.0 era. Based on the "spiritual demand", this paper analyzes the socialized marketing in China, and puts forward some countermeasures and suggestions for the development of socialized marketing in China. Socialized marketing in China is still in the stage of development. Based on the present situation and problems of socialized marketing in China, this paper puts forward some strategic suggestions for socialized marketing in China from the perspective of spiritual demand, which is of dual significance in theory and practice. Based on the definition of "spiritual demand" and "socialized marketing", this paper analyzes the embodiment of spiritual demand in socialized marketing in China, and analyzes the necessity and value of satisfying consumers'"spiritual demand" in socialized marketing. Then, combined with the marketing practice of our country, the author finds out the existing problems of socialized marketing. Through the case study, the author puts forward some strategic suggestions for the socialized marketing of our country from two angles of communicator and audience. From the point of view of communicators: first, pay attention to effective communication; secondly, we should listen to a variety of voices from consumers; third, we should really integrate consumers into the whole process of marketing; finally, we should dare to carry out social and cultural changes. From the audience point of view, the audience should create, actively share, but also take the initiative to participate, collaborative creativity. Social marketing should understand the hearts of the people, marketers should learn to think of others, the spiritual needs of consumers as the starting point and foothold of marketing activities. Finally, it is suggested that the research results of this paper should be applied to the practice of socialized marketing in China, so as to provide reference for solving the practical problems in the process of marketing.
【學(xué)位授予單位】：遼寧大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F274;G206

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本文編號(hào)：2504895