社会化媒体营销创新模式研究

发布时间：2018-03-13 01:19

本文选题：市场营销　切入点：营销创新　出处：《青岛大学》2015年硕士论文　论文类型：学位论文

【摘要】：当今时代,网络技术的迅猛发展使得企业的营销活动迎来了新的发展机遇,各式各样的网络营销活动井喷式涌现。尤其是社会化媒体,这种依托互联网进行信息的传播与获取的新兴媒体的出现,为企业的营销创新提供了新的契机。弥补了其他传统媒体的不足,社会化媒体新增了透明度极高、互动性和社交性极强的大优点,正是这些天然属性的存在,给广大网民用户带来了新的体验和便捷,越来越多的人开始主动去了解社会化媒体,并利用它发表自己的意见和看法、传播和分享他人的信息或获取有价值的资源,广大的互联网用户们在虚拟网络里建立起的微妙的层出不穷的关系并以极快的人们所想象不到的速度扩散着。信息技术进步使得社会化媒体的推广和使用的遍及全球。推特、脸书、腾讯QQ空间、微博、社交网络、博客等功能性极强的社会化媒体层出不穷。社会化媒体慢慢地影响并深入到每一个人的生活。面对着日益膨胀的社会化媒体使用群体,企业应擦亮眼睛,抓住这一新的商机,看清利用依托于互联网的社会化开展营销创新活动已成为时代发展的潮流,顺应时代便有可能更换血液,重获新生,反之,则会被时代所摒弃。在中国,社会化媒体引起了方方面面的重视,各行各业都开始朝气开展社会化媒体营销活动。从国产品牌小米创造的一个又一个销售高峰我们可以看到利用社会化媒体进行营销的巨大魔力。本篇论文就是要从理论和实践成果两方面入手,总结社会化媒体营销创新的模式,并利用小米的成功案例对其进行验证,最后提出总结和展望。
[Abstract]:Nowadays, with the rapid development of network technology, the marketing activities of enterprises are facing new development opportunities, and all kinds of network marketing activities are popping up, especially social media. The emergence of this new media, which relies on the Internet to spread and obtain information, has provided a new opportunity for enterprises to innovate in marketing. It has made up for the shortcomings of other traditional media, and social media has added a very high degree of transparency. It is the existence of these natural attributes that brings new experiences and convenience to the vast number of Internet users. More and more people begin to take the initiative to understand social media. And to use it to express their opinions and opinions, to disseminate and share the information of others or to obtain valuable resources, The vast majority of Internet users have built up subtle relationships in virtual networks and are spreading at speeds that people can't imagine. Advances in information technology have led to the spread and use of social media all over the world. Twitter. Facebook, Tencent QZone, Weibo, social networks, blogs and other highly functional social media emerge in endlessly. Social media slowly influence and penetrate into the lives of everyone. Enterprises should sharpen their eyes, seize this new business opportunity and see that the use of socialized marketing and innovation activities based on the Internet has become the trend of the development of the times, and it is possible to change blood and regain new life in keeping with the times. It will be abandoned by the times. In China, social media has attracted a lot of attention from all sides. All kinds of industries are beginning to develop social media marketing activities. From the domestic brand Xiaomi to create a sales peak, we can see the use of social media marketing great magic. This paper is to. Starting with both theoretical and practical achievements, This paper summarizes the innovative model of social media marketing, and uses Xiaomi's successful case to verify it, and finally puts forward a summary and prospect.
【学位授予单位】：青岛大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274

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