社交媒体环境下企业市场营销策略研究

发布时间：2018-03-29 15:08

本文选题：社交媒体　切入点：企业　出处：《武汉纺织大学》2017年硕士论文

【摘要】：互联网和移动通讯的交互更新催生了社交媒体,社交媒体的出现使市场营销进入新时代。社交媒体的兴起和用户数量的几何倍增长使越来越多的企业选择社交媒体作为营销的重要渠道。与传统营销相比,社交媒体营销在传播的路径、方式、内容、成本及周期等方面存在明显差异。因为企业利用社交媒体营销兴起时间不长,所以目前还没有系统的理论和办法诞生,所有的尝试都是基于前期一些企业的成功经验。根据调查显示,大多企业并没有明确的社交媒体营销策略,对用户的精准营销更是寥寥无几。本文拟通过研究企业如何改进和优化营销策略,利用社交媒体进行产品宣传、品牌塑造、活动推广从而达到营销目标;社交媒体掌握有大量极具价值的用户信息可以精准定位潜在客户,本文拟通过研究企业如何通过分析用户发布的信息和分享的内容,判断出用户的喜好、消费习惯及购买能力等信息,为企业市场营销提供信息支撑;社交媒体已成为企业与客户之间的最佳沟通渠道。然而不同的社交媒体平台又有其各自的特点和作用,本文拟通过研究如何将他们结合在一起取其长处补其短处,形成整合的社交媒体营销策略。本文将通过文献阅读法、案例分析法来进行研究。通过对社交媒体和企业市场营销策略相关文献信息的整理研究,并选取广东省玩美假期旅行社通过运用社交媒体平台转变企业市场营销策略带来利益增长的实例进行研究分析,总结出适用于服务型中小企业的社交媒体营销策略,为相关企业的社交媒体环境下的市场营销提供参考与借鉴。
[Abstract]:Interactive updates on the Internet and mobile communications have spawned social media, The emergence of social media makes marketing enter a new era. With the rise of social media and the growth of the number of users, more and more enterprises choose social media as an important channel of marketing. There are significant differences in the path, way, content, cost and cycle of social media marketing. Because the enterprise has not been using social media marketing for a long time, so there is no systematic theory and method. All attempts are based on the success stories of previous companies. According to the survey, most companies do not have a clear social media marketing strategy. The precise marketing of users is very few. This paper will study how to improve and optimize the marketing strategy, use social media to promote products, create brand, promote activities to achieve marketing goals; Social media has a large amount of valuable user information to accurately locate potential customers. This paper intends to study how enterprises can determine the preferences of users by analyzing the information and content shared by users. Consumption habits and purchasing ability provide information support for enterprise marketing. Social media has become the best communication channel between enterprises and customers. However, different social media platforms have their own characteristics and roles. This paper aims to form an integrated social media marketing strategy by studying how to combine them with their strengths and weaknesses. Through the research of social media and enterprise marketing strategy related literature information, And selected Guangdong Province play America holiday travel agency through the use of social media platform to change the enterprise marketing strategy to bring profit growth to research and analysis, summed up suitable for service-oriented small and medium-sized enterprises of social media marketing strategy. To provide reference and reference for the marketing of related enterprises under the social media environment.
【学位授予单位】：武汉纺织大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F592.6

【参考文献】