中国社交网站营销模式研究

发布时间：2018-01-03 16:34

本文关键词：中国社交网站营销模式研究　出处：《湖南大学》2012年硕士论文　论文类型：学位论文

【摘要】：社交网站与其他类型的网站相比，其突出优势就在于得天独厚的信息高效分发模式和足够的用户资源。但是有了这些优势还不够，重点在于如何将这些优势转化为实际的经济效益，就目前来说，中国的社交网站几乎都受困于营销模式的羁绊，很难维持一个健康的发展态势。因此对于社交网站营销模式的研究，不仅事关中国社交网站的生存与发展，也关系着互联网行业的可持续发展。本文在社交网站营销模式已有研究成果的基础上，运用六度分隔、口碑营销和互动营销等理论，对中国社交网站的营销现状、营销模式类型、现有营销模式的缺陷及优化策略等问题进行研究。研究认为，目前中国社交网站网民中的中青年群体数量在不断增加，网民群体有向低学历人群扩散的趋势，在用户职业结构上，学生依然占据了最大部分的比例。当前国内社交网站的最主要的盈利来自于广告和增值服务两大块。各大运营商往往通过制定行业标准、争取协作伙伴、实现合作共赢等手段来获取竞争优势。中国社交网站的营销模式主要有三种，即目标营销、体验营销和病毒营销。目标营销突破了传统营销方式中只能对市场目标定性的缺陷，通过先进的数据技术和通讯技术等现代化的技术手段保持与用户的长期沟通关系，使营销效果达到可量化、可调控的目标要求。体验营销模式以满足客户的体验需求为前提、以产品和服务为工具、以取得良好的营销效果为目标，通过产品服务与用户之间的“零距离”接触来拉近企业与客户之间的关系。病毒营销模式将想要推广的产品信息和服务信息像传播病毒一样传递给目标受众，改变了过去那种单一的传播模式，把信息接受者都变成信息传播者，使营销效果产生几何倍数的增长。中国社交网站的营销模式存在着一定的缺陷，不管从满足用户需求角度还是从自身获取商业利益的角度来讲，目前的营销模式都难以完全与之适应。如营销价值链过短，同质化问题严重，缺乏盈利支撑，目标群体难以准确定位，信用问题给“体验”带来阻碍，“病毒”传播难以掌控等。中国社交网站营销模式的优化策略是，，实施手段理念创新化，产品服务多元化，资源配置合理化，盈利来源多样化同时，目标营销模式应注重差异化目标定位，体验营销模式应注意控制信用风险，病毒营销模式应强化传播控制和全局观念。
[Abstract]:Compared with other types of websites, social networking sites have the unique advantages of efficient distribution of information and sufficient user resources, but these advantages are not enough. The focus is on how to turn these advantages into actual economic benefits. For now, almost all of China's social networking sites are trapped in the shackles of the marketing model. It is difficult to maintain a healthy development trend. Therefore, the research on the marketing mode of social network not only relates to the survival and development of social network in China, but also to the sustainable development of the Internet industry. Based on the existing research results of the social network marketing model, this paper uses the theory of six degrees separation, word of mouth marketing and interactive marketing to analyze the current marketing situation and the type of marketing model of Chinese social network sites. Research on the defects of the existing marketing model and optimization strategies. The study shows that the number of the middle and young groups among the Chinese social network users is increasing and the number of Internet users has a tendency to spread to the low-educated population. Students still account for the largest proportion of users' professional structures. Most of the current profits on domestic social networking sites come from advertising and value-added services. Operators often set industry standards. Strive for collaboration partner, realize cooperation win-win and other means to gain competitive advantage. There are three main marketing models of Chinese social networks, namely, target marketing, experience marketing and viral marketing. Target marketing breaks through the limitation of traditional marketing methods which can only be qualitative to the market objectives. Through advanced data technology and communication technology and other modern technical means to maintain long-term communication with users, so that the marketing results can be quantified. The experience marketing model is based on satisfying the customer's experience demand, taking the product and service as the tool, and taking the good marketing effect as the goal. Through the "zero distance" contact between the product service and the user, the relationship between the enterprise and the customer is narrowed. The product information and service information that the virus marketing mode will want to promote to the target audience like the spread of the virus. It has changed the single mode of communication in the past, turning the information receivers into information disseminators, so that the effect of marketing has increased exponentially. There are some defects in the marketing model of Chinese social networks, whether from the point of meeting the needs of users or from the point of view of obtaining commercial benefits. The current marketing model is difficult to fully adapt to it, such as marketing value chain is too short, homogeneity problem is serious, lack of profit support, target group is difficult to locate accurately, credit problems bring obstacles to "experience". The optimization strategy of marketing mode of Chinese social network site is innovation of implementing means, diversification of products and services, rationalization of resource allocation and diversification of profit sources. The target marketing mode should pay attention to the differentiation target orientation, the experience marketing mode should pay attention to controlling the credit risk, the virus marketing mode should strengthen the communication control and the overall idea.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F49;F274

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