基于用户选择动机的社交类网络服务的营销策略研究

发布时间：2018-02-14 17:46

本文关键词： 社交类网络服务用户选择动机品牌商营销策略　出处：《北京邮电大学》2014年硕士论文　论文类型：学位论文

【摘要】：以社交网站、微博、移动社交应用为主要构成的社交类网络服务拥有规模庞大的用户数量、功能多样的用户体验平台、开放的网络环境以及独特的传播机制。这些特点都非常有利于品牌商以该服务作为媒介进行在线营销推广,面向用户群体实施特定的广告和互动策略,提升营销活动的精准性、传播效率以及整合效果,实现与用户双向、无中间环节的对话沟通。而品牌商进行的付费广告和线上推广活动也是社交类网络服务提供商的主要收入来源,因此,社交类网络服务提供商必须同时做好满足用户使用需求、优化用户体验,以及协助品牌商更好地完成在线营销推广等任务。在品牌商与社交类网络服务提供商合作进行的营销活动中,也存在一些导致营销效果不佳的问题,需要双方共同协作解决。用户是社交类网络服务的生存基础,也是该服务平台营销价值的来源和品牌商营销策略的实施对象。因此,品牌商和社交类网络服务提供商在解决营销问题的过程中必须以满足用户需要、激发用户参与热情为着手点,将用户对于功能使用的诉求、品牌商对于市场推广效果的诉求和社交类网络服务提供商实现盈利的诉求结合起来。本文所做研究以用户选择使用社交类网络服务的动机作为切入点,以提出解决营销问题的策略建议为最终目标。首先,通过文献研究对相关概念进行了定义和范围界定,之后以案例研究为主要方法归纳总结了品牌商在不同形式社交类网络服务平台进行营销活动投放的特点、共性和存在问题。其次,根据实证研究结果提出了用户选择使用社交类网络服务的四种动机,即有用性、易用性、外部影响和独特性。以此为基础,进一步分析了用户对于群体归属、自我展示、求新猎奇等方面的内在需要,并以用户需要为出发点,结合营销中存在的问题,提出了针对品牌商和社交类网络服务提供商的营销策略建议。最后,对本文的研究结果及展望进行了小结。
[Abstract]:Social networking services, mainly composed of social networking sites, Weibo and mobile social applications, have a large number of users and a diverse user experience platform. Open network environment and unique communication mechanism. These characteristics are very helpful for the brand to use the service as a medium for online marketing promotion, for users to implement specific advertising and interactive strategies, improve the accuracy of marketing activities, Communication efficiency and integration effect, and achieve two-way, no intermediate links of dialogue and communication. And the brand of paid advertising and online promotion activities are also the main source of income of social network service providers, so, Social network service providers must also meet the needs of users, optimize the user experience, and help brands to better complete the tasks of online marketing promotion. In the marketing activities carried out by brands and social network service providers, there are also some problems that lead to poor marketing effect, which need to be solved by both sides. Users are the survival basis of social network services. It is also the source of the marketing value of the service platform and the target of the brand merchant marketing strategy. Therefore, the brand and social network service providers must meet the needs of the users in the process of solving the marketing problems. Stimulating the enthusiasm of user participation is the starting point, which combines the demand of users for the use of function, the demand of brand name for marketing effect and the demand of social network service provider to realize profit. The research in this paper is based on the motivation of users to choose to use social networking services, and the ultimate goal is to propose strategies and suggestions to solve the problems of marketing. Firstly, this paper defines and defines the relevant concepts through literature research. Secondly, the paper summarizes the characteristics, commonness and existing problems of brand merchants' marketing activities in different forms of social network service platform, taking the case study as the main method. Based on the empirical results, four kinds of motivations for users to choose to use social networking services, namely usefulness, ease of use, external influence and uniqueness, are proposed. Based on the inherent needs of seeking novelty and novelty, and taking the needs of users as the starting point, combined with the problems existing in marketing, this paper puts forward some suggestions on marketing strategies for brand merchants and social network service providers. The research results and prospects of this paper are summarized.
【学位授予单位】：北京邮电大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F49;F274

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