發(fā)布時(shí)間：2024-04-11 05:36

　　作為加納領(lǐng)先的移動(dòng)通信服務(wù)提供商,MTN加納有限公司將為客戶提供一個(gè)全新的數(shù)字世界,使他們的生活更加美好。在眾多的促成條件中,只有通過(guò)強(qiáng)大的社交媒體營(yíng)銷策略才能達(dá)到這樣優(yōu)異的成績(jī)。本研究旨在調(diào)研MTN加納有限公司在社交媒體營(yíng)銷方面所做的過(guò)人之處,而使他們能夠在這個(gè)數(shù)字時(shí)代取得顯著成就。當(dāng)遭遇競(jìng)爭(zhēng)時(shí),我們的發(fā)現(xiàn)將幫助那些在社交媒體營(yíng)銷領(lǐng)域苦苦掙扎的公司提升競(jìng)爭(zhēng)力。我們與MTN加納有限公司社交媒體營(yíng)銷部的一名實(shí)習(xí)生合作,了解該部門(mén)在開(kāi)展社交媒體營(yíng)銷活動(dòng)時(shí)采用的策略。然后,我們從該部門(mén)2019年社交媒體營(yíng)銷結(jié)果中獲取數(shù)據(jù),并對(duì)結(jié)果進(jìn)行模擬和分析。我們的調(diào)查發(fā)現(xiàn)MTN加納有限公司主要依靠商業(yè)分析團(tuán)隊(duì)以及商業(yè)智能工具,如谷歌分析(Google analytics)和微軟Power BI(Microsoft Power BI)來(lái)做出明智的決策,從而推動(dòng)其有機(jī)和付費(fèi)的社交媒體營(yíng)銷努力。我們還發(fā)現(xiàn),評(píng)估和調(diào)整社交媒體營(yíng)銷結(jié)果的最佳周期是每月一次。通過(guò)本研究,我們得出結(jié)論:運(yùn)用商業(yè)分析團(tuán)隊(duì)和工具,對(duì)社交媒體營(yíng)銷的開(kāi)展做出明智的決策,并及時(shí)評(píng)估和調(diào)整戰(zhàn)略,將顯著提高公司社交媒體營(yíng)銷的銷售業(yè)績(jī)。

【文章頁(yè)數(shù)】：103 頁(yè)

【學(xué)位級(jí)別】：碩士

【文章目錄】：
ABSTRACT
摘要
ACKNOWLEDGEMENTS
CHAPTER ONE:INTRODUCTION
    1.1 BACKGROUND TO THE RESEARCH
    1.2 PROBLEM STATEMENT
    1.3 SIGNIFICANCE AND OBJECTIVES
    1.4 RESEARCH STRUCTURE
CHAPTER TWO:LITERATURE REVIEW
    2.1 SOCIAL MEDIA
        2.1.1 Social Media Definition
        2.1.2 Types of Social Media
    2.2.SOCIAL MEDIA MARKETING
        2.2.1 The Concept of Social Media Marketing
        2.2.2.The Difference between Social Media Marketing and Traditional Marketing
        2.2.3.The Benefits of Social Media Marketing for Corporate Marketing
    2.3.THE INTRODUCTION OF SEVERAL SOCIAL MEDIA MARKETING CHANNELS
        2.3.1 Facebook
        2.3.2 Instagram
        2.3.3 Twitter
        2.3.4 You Tube
        2.3.5 Linked In
    2.4.SOCIAL MEDIA MARKETING ACTIVITIES
        2.4.1.Entertainment
        2.4.2.Interaction
        2.4.3.Trendiness
        2.4.4.Customization
        2.4.5.E word-of-mouth
    2.5.MEASURING SUCCESS ON SOCIAL MEDIA
CHAPTER THREE:ANALYSIS OF EXTERNAL ENVIRONMENT
    3.1 MACRO-ENVIRONMENT ANALYSIS
        3.1.1 Political Factors
        3.1.2 Economic Factors
        3.1.3 Social Factors
        3.1.4 Technological Factor
    3.2 ANALYSIS OF THE INDUSTRY ENVIRONMENT
        3.2.1 Market Review
        3.2.2 Competitive Review
        3.2.3 Distribution Channels
        3.2.4 Customers
        3.2.5 Supply Chain
CHAPTER FOUR:ANALYSIS OF INTERNAL ENVIRONMENT
    4.1 HISTORY OF MTN GHANA LIMITED
    4.2 CURRENT SITUATION OF MTN GHANA LIMITED
        4.2.1 Marketing of MTN Ghana Limited
        4.2.2 Finance of MTN Ghana Limited
        4.2.3 Human Resource of MTN Ghana Limited
        4.2.4 Organization of MTN Ghana Limited
    4.3 SWOT ANALYSIS OF MTN GHANA LIMITED
        4.3.1 Strength
        4.3.2 Weakness
        4.3.3 Opportunities
        4.3.4 Threats
CHAPTER FIVE:SOCIAL MEDIA MARKETING OBJECTIVES SETTING AND MARKETING STRATEGY FORMULATION
    5.1 SETTING SOCIAL MEDIA MARKETING OBJECTIVES
        5.1.1 Awareness
        5.1.2 Conversion
        5.1.3 Activity
        5.1.4 Engagement
    5.2 ATTENTION
    5.3 INTEREST
    5.4 SEARCH
    5.5 ACTION
    5.6 SHARE
CHAPTER SIX:SOCIAL MEDIA MARKETING IMPLEMENTATION AND CONTROL
    6.1 SOCIAL MEDIA CHANNELS SELECTION
        6.1.1 Organic Social Media Analytics Process
            6.1.1.1 Goal Definition
            6.1.1.2 Data Acquisition
            6.1.1.3 Derivation and Visual Presentation of Insight
        6.1.2 Paid Social Media Analytics Process
            6.1.2.1 Objectives Definition
            6.1.2.2 Data Acquisition
            6.1.2.3 Extraction and Presentation of Useful Insight
    6.2 SOCIAL MEDIA MARKETING FUNDING SECURITY
        6.2.1 Syndication of Bank Loans
        6.2.2 Initial Public Offering
        6.2.3 B2B Sponsorships from Social Media Programs
        6.2.4 Sponsorships from Societal Development Programs
    6.3 TRAINING OF SOCIAL MEDIA MARKETING TALENTS
        6.3.1 Organizing In-House Workshops and Training Sessions
        6.3.2 Mentorship Programs
        6.3.3 Enrolling Social Media Marketing staff on Online Educational Platforms
    6.4 EVALUATION AND ADJUSTMENT OF SOCIAL MEDIA MARKETING
        6.4.1.Preliminaries
            6.4.1.1 Shortening Uniform Resource Locators(URLs)
            6.4.1.2 Tracking of Content for Social Media Marketing
        6.4.2 Measurement of Social Media Marketing
            6.4.2.1 Measuring Impact
            6.4.2.2 Measuring Cost
            6.4.2.3 Measuring Virality
            6.4.2.4 Measuring Return-on-Investment
        6.4.3 Evaluation of Social Media Marketing
            6.4.3.1 Part One:Display Campaign Analysis and Measuring ROI
            6.4.3.2 Part Two:Determining the best performing channel and campaign
            6.4.3.3 Part three:Optimization and enhancement of marketing budget and campaign on the basis of the outcomes
CHAPTER SEVEN:CONCLUSION AND PROSPECT
    7.1 CONCLUSION
    7.2 RESEARCH PROSPECT
REFERENCE



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