基于4I原则的本地化社区网站运营模式分析

发布时间：2018-07-09 18:03

本文选题：网络社区 + 本地化　；参考：《四川师范大学》2015年硕士论文

【摘要】：本地化社区网站是基于实体城市社区之上的虚拟社区网站,是以社区论坛切入电子商务的地方性网站。在不同的阶段,本地化社区网站的运营营销策略与方式也有相应的特点。在此,我们结合电子商务整合营销的4I原则,分别以趣味原则(Interesting)、利益原则(Interests)、互动原则(Interaction)、个性原则(Individuality)为视角,对新媒体环境下城市社区网站的运营创新进行深入的分析。分别从四个原则的角度解析城市社区网站借助新媒体技术实现创新营销的可能性及有效路径,并对其创新过程中体现出的特点进行简要解读,为从整体上认识大数据环境下的城市社区网站运营模式打下基础。纵观电子商务模式的演变历程,从企业消费到全民服务、从单向展示到双向互动、从信息分散到信息集中。在网络消费日益繁盛的背景下,消费者将从被动接受讯息的弱势角色转而步入"消费者主权时代"。同时,也正是从这个意义上出发,依靠信息检索服务、内容大而全、提供多种免费服务来吸引"眼球"的门户网站似乎已不符合新的生存法则。本文通过分析在线点评平台的运营模式、分类信息平台的运营模式、本地搜索平台的运营模式,看出每种平台都有自己的独特优势,但也有着某些方面的局限性。最后得出结论,“分类资讯+社区网+位置属性+在线点评+团购服务”,这种一体式的服务体验展现了电子商务辉煌的前景,为中国本地化社区网站新媒体运营的发展模式创造了无限的可能。
[Abstract]:The localization community website is a virtual community website based on the real city community. It is a local website which cuts into the electronic commerce by the community forum. In different stages, local community website operation marketing strategy and mode also has the corresponding characteristic. In this paper, combining the 4i principle of E-commerce integrated marketing, we analyze the operation and innovation of urban community websites in the new media environment from the perspective of interest principle, interests principle, interaction principle and individual principle. From the angle of four principles, this paper analyzes the possibility and effective path of the city community website to realize the innovative marketing with the help of the new media technology, and briefly interprets the characteristics embodied in the process of innovation. For the overall understanding of the big data environment of urban community website operation model lay the foundation. Throughout the evolution of e-commerce model, from enterprise consumption to national service, from one-way display to two-way interaction, from information dispersion to information concentration. In the background of the increasing prosperity of online consumption, consumers will move from passive reception of information to the "era of consumer sovereignty". At the same time, from this point of view, the portal which relies on information retrieval services, provides a variety of free services to attract "eyeballs" seems to be out of line with the new survival rules. By analyzing the operation mode of online comment platform, the operation mode of classified information platform and the operation mode of local search platform, we can see that each platform has its own unique advantages, but also has some limitations. Finally, it is concluded that, "classified information community network location attribute online review group purchase service", this integrated service experience shows the brilliant prospect of e-commerce. For the Chinese localization community website new media operation development pattern has created the infinite possibility.
【学位授予单位】：四川师范大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G206-F

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