基于社交媒体的A公司产品营销策略研究

发布时间：2018-04-12 00:23

本文选题：社交媒体 + 市场营销　；参考：《中国海洋大学》2015年硕士论文

【摘要】：伴随互联网和移动互联网技术的不断发展,近年来,各种社交媒体如雨后春笋般与日俱增。本文所研究的社交媒体,是基于互联网Web2.0的技术平台的一种应用集合,网络的终端用户可以在这种集合上开展交流。这种变化不仅给予用户极大的互动空间,并且赋予了极强的传播甚至创造内容的能力,将话语权直接转递到了公众手中。社交媒体具有公开性、交流性、参与性、对话性、社区化及连通性等特性。比较典型的应用是微博、论坛、微信、播客、博客、SNS等Web2.0应用平台。近些年来,社交媒体开始逐渐步入主流媒体领域,并在之后的数年中会逐渐被市场营销领域所接纳,开始通过社交媒体进行市场营销推广活动的品牌会越来越多。本文以A公司的家电产品营销作为研究对象,深入分析了其现有营销模式的弊端,以及推行社交媒体营销的必要性和可行性,并且根据A公司自身情况,设计出了创新的一套社交媒体营销方案。本文的目的在于解决A公司现有的营销困境,并为其他公司的社交媒体营销提供实践依据和现实的参考意义。本文的研究方法主要包括比较研究法,文献综述法和案例分析法。从当前营销的媒体环境改变,到行业情况介绍,再到深入剖析A公司的现实问题和社交媒体的策略设计以及实施保障措施,由点及面,层层深入,构建了一套切实可行的社交媒体策略方法。
[Abstract]:With the development of Internet and mobile Internet technology, social media has been springing up in recent years.The social media studied in this paper is an application set of the technology platform based on the Internet Web2.0, on which the end users of the network can communicate.This kind of change not only gives the user great interactive space, but also gives the extremely strong ability to spread and even create the content, and transmits the right of speech directly to the public.Social media has the characteristics of openness, communication, participation, dialogue, community and connectivity.The typical application is Weibo, forum, WeChat, podcast, blog and so on Web2.0 application platform.In recent years, social media has gradually entered the mainstream media field, and in the next few years, it will be gradually accepted by the marketing field, and more and more brands will start marketing activities through social media.This paper takes the marketing of household appliances of company A as the research object, deeply analyzes the malpractice of its existing marketing mode, and the necessity and feasibility of promoting the marketing of social media, and according to the situation of company A,An innovative social media marketing scheme is designed.The purpose of this paper is to solve the current marketing dilemma of company A, and to provide practical basis and practical reference for other companies' social media marketing.The research methods of this paper mainly include comparative research method, literature review method and case analysis method.From the change in the media environment of current marketing to the introduction of the industry situation, and to the in-depth analysis of company A's real problems and the strategy design of social media and the implementation of the safeguard measures, from point to surface, layer by layer,A set of practical social media strategies and methods are constructed.
【学位授予单位】：中国海洋大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274

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