TPN公司社会化媒体营销策略研究

发布时间：2018-11-26 15:06

【摘要】：随着网络时代的来临,数字化冲击逐渐改变了人们的生活方式。同时,网络的发展又将全球经济发展带入了信息经济时代。随着网络社会化的升级以及互联网+的发展与形成,网络的社交功能开始成为人们关注中的重点,一种全新的网络媒体——社会化媒体,逐渐成为人们获取、创造与传播信息的主要载体。越来越多的企业在发展中意识到社会化媒体带来的全新挑战,意识到社会化媒体在推广形式、营销模式、技术手段上的迅猛发展及受关注程度,努力在企业战略或营销上寻找变革机会和发展对策,从而形成了一种新的商业模式和营销潮流。本文从社会化媒体营销的基本理论出发,深入分析社会化媒体营销的内涵与特征,以TPN服装公司的社会化媒体营销策略为主要研究对象,对TPN服装公司的传统营销模式以及现行的社会化媒体营销模式进行深入的梳理和分析,找出问题所在,并通过对三个典型成功案例的分析与对比,提出可以借鉴的成功经验,最后,通过对TPN服装公司社会化媒体营销总体目标的分析,运用SWOT分析方法,寻找出TPN服装公司社会化媒体营销策略选择的影响因素,并以此为基础为企业选择实际、可行的社会化媒体营销平台和内容,并为企业社会化媒体营销策略的实施提供意见和建议,为企业今后的社会化媒体营销发展提供新的思路。
[Abstract]:With the advent of the network era, digital impact has gradually changed the way people live. At the same time, the development of the network will bring the global economic development into the information economy era. With the upgrading of the network socialization and the development and formation of the Internet, the social function of the network has become the focus of people's attention. The main carrier for the creation and dissemination of information. More and more enterprises are aware of the new challenges brought by social media in their development, and the rapid development and attention of social media in the form of promotion, marketing mode, and technical means. We try hard to find the opportunity and the development countermeasure in the enterprise strategy or marketing, thus forming a new business model and marketing trend. Starting from the basic theory of social media marketing, this paper deeply analyzes the connotation and characteristics of social media marketing, taking the social media marketing strategy of TPN clothing company as the main research object. Through the analysis and analysis of the traditional marketing mode and the current social media marketing model of TPN Garment Company, the problems are found out, and through the analysis and comparison of the three typical successful cases, the paper puts forward the successful experience that can be used for reference. Finally, through the analysis of the overall target of social media marketing of TPN clothing company, using the SWOT analysis method, find out the influencing factors of the choice of social media marketing strategy of TPN clothing company, and take this as the foundation for the enterprise to choose the reality. The feasible social media marketing platform and content, and provides the suggestion and the suggestion for the enterprise social media marketing strategy implementation, provides the new thought for the enterprise social media marketing development in the future.
【学位授予单位】：沈阳理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.86

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