国内生鲜电商社会化营销策略研究

发布时间：2018-04-16 15:11

本文选题：生鲜电商 + 社会化营销　；参考：《暨南大学》2016年硕士论文

【摘要】：互联网时代的社会化媒体如雨后春笋般应运而生,本文所研究的社会化媒体,是基于互联网web2.0的技术平台的社交应用集合,它们使用户日渐掌握话语权甚至主导权的互动空间。近年来,社会化品牌营销方式也逐渐从传统单一的形式衍生为交互性更强的互动营销模式。生鲜电商作为“生鲜+电子商务”的新兴发展体,自诞生起就驻扎于互联网的沃土中,交易依赖于互联网与用户群。因此,拥有互联网生命力的生鲜电商更应提升自身的社会化营销能力,凭借互联网高效的信息集散能力,社会化媒体的营销推广能力和逐步强化的信息推广平台,来帮助生鲜电商在消费者心智资源中占据一席之地。笔者将通过对国内主流生鲜电商发展近况开展定性研究,分析其现有营销弊端以及实行社会化营销的可能性、必要性,在此基础上对社会化媒体发展现状进行分析并寻找价值结合点,结合目标消费者调研与行业访谈一手资料,提炼总结出创新的社会化媒体策略,意在为主流生鲜电商企业发展提供现实可行的建议。
[Abstract]:The social media of the Internet era emerges as the times require. The social media studied in this paper is a collection of social applications based on the technology platform of the Internet web2.0, which makes the users master the interactive space of the right to speak or even the dominant power day by day.In recent years, social brand marketing has gradually evolved from the traditional single form to a more interactive interactive marketing model.As a new developing body of "fresh e-commerce", fresh e-commerce has been stationed in the fertile soil of the Internet since its birth, and the transaction depends on the Internet and the group of users.Therefore, fresh e-commerce, which has the vitality of the Internet, should enhance its own socialized marketing ability, rely on the Internet's highly efficient information collection and distribution ability, the marketing and promotion ability of social media and the gradually strengthened information promotion platform.To help fresh ecommerce to occupy a place in consumer mental resources.The author will carry out qualitative research on the recent development of mainstream fresh e-commerce business in China, analyze its current marketing malpractice and the possibility and necessity of implementing socialized marketing.On this basis, the author analyzes the current situation of social media development and finds out the value combination point, combines the target consumer research and the industry interview first-hand data, abstracts and summarizes the innovative social media strategy.It is intended to provide practical and feasible suggestions for the development of mainstream fresh ecommerce enterprises.
【学位授予单位】：暨南大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F724.6;F274

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