基于精神需求视角的社会化营销传播策略分析
发布时间：2019-06-22 19:32
【摘要】：社会化媒体有着存在的广泛性和巨大的影响力,社会化营销越来越受到营销者的关注和重视。在营销3.0时代,消费者不再是单纯的消费主体,而是有独立意志和思想的完整的人类个体,消费者在满足了物质需求和情感需求的基础上,还会产生期望、愿景、价值观等精神层面的需求,满足消费者的“精神需求”才是营销3.0时代的终极目标。本文以“精神需求”为切入点和着力点,对我国社会化营销展开分析,并为我国的社会化营销的发展提出应对策略建议。我国的社会化营销尚处于发展阶段,本文结合我国社会化营销的现状和问题,从精神需求视角对我国的社会化营销提出一些策略建议,这有着理论和实践的双重意义。本文首先以“精神需求”和“社会化营销”的概念界定为基础,分析了精神需求在我国社会化营销中的体现,剖析了满足消费者的“精神需求”在社会化营销中的必要性和价值所在。进而结合我国营销实际,找到社会化营销存在的问题,经过案例分析研究,笔者从传播者和受众两个角度为我国社会化营销提出了策略建议。从传播者角度:首先,注重有效沟通;其次,要倾听来自消费者的多种声音;第三,要真正把消费者融入营销的全过程;最后,要敢于进行社会文化变革。从受众角度,受众要自主创造,积极分享,还要主动参与,协同创意。社会化营销要洞察人心,营销者要学会换位思考,将消费者的精神需求作为营销活动的出发点和落脚点。最后,建议将本文的研究结果应用到我国社会化营销的实际中去,为解决营销过程中的实际问题提供参考。
[Abstract]:Social media has extensive and great influence, and social marketing has been paid more and more attention by marketers. In the era of marketing 3.0, consumers are no longer simple consumers, but a complete human individual with independent will and thought. On the basis of satisfying the material needs and emotional needs, consumers will also produce expectations, vision, values and other spiritual needs. Meeting the "spiritual needs" of consumers is the ultimate goal of the marketing 3.0 era. Based on the "spiritual demand", this paper analyzes the socialized marketing in China, and puts forward some countermeasures and suggestions for the development of socialized marketing in China. Socialized marketing in China is still in the stage of development. Based on the present situation and problems of socialized marketing in China, this paper puts forward some strategic suggestions for socialized marketing in China from the perspective of spiritual demand, which is of dual significance in theory and practice. Based on the definition of "spiritual demand" and "socialized marketing", this paper analyzes the embodiment of spiritual demand in socialized marketing in China, and analyzes the necessity and value of satisfying consumers'"spiritual demand" in socialized marketing. Then, combined with the marketing practice of our country, the author finds out the existing problems of socialized marketing. Through the case study, the author puts forward some strategic suggestions for the socialized marketing of our country from two angles of communicator and audience. From the point of view of communicators: first, pay attention to effective communication; secondly, we should listen to a variety of voices from consumers; third, we should really integrate consumers into the whole process of marketing; finally, we should dare to carry out social and cultural changes. From the audience point of view, the audience should create, actively share, but also take the initiative to participate, collaborative creativity. Social marketing should understand the hearts of the people, marketers should learn to think of others, the spiritual needs of consumers as the starting point and foothold of marketing activities. Finally, it is suggested that the research results of this paper should be applied to the practice of socialized marketing in China, so as to provide reference for solving the practical problems in the process of marketing.
【学位授予单位】：辽宁大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;G206
[Abstract]:Social media has extensive and great influence, and social marketing has been paid more and more attention by marketers. In the era of marketing 3.0, consumers are no longer simple consumers, but a complete human individual with independent will and thought. On the basis of satisfying the material needs and emotional needs, consumers will also produce expectations, vision, values and other spiritual needs. Meeting the "spiritual needs" of consumers is the ultimate goal of the marketing 3.0 era. Based on the "spiritual demand", this paper analyzes the socialized marketing in China, and puts forward some countermeasures and suggestions for the development of socialized marketing in China. Socialized marketing in China is still in the stage of development. Based on the present situation and problems of socialized marketing in China, this paper puts forward some strategic suggestions for socialized marketing in China from the perspective of spiritual demand, which is of dual significance in theory and practice. Based on the definition of "spiritual demand" and "socialized marketing", this paper analyzes the embodiment of spiritual demand in socialized marketing in China, and analyzes the necessity and value of satisfying consumers'"spiritual demand" in socialized marketing. Then, combined with the marketing practice of our country, the author finds out the existing problems of socialized marketing. Through the case study, the author puts forward some strategic suggestions for the socialized marketing of our country from two angles of communicator and audience. From the point of view of communicators: first, pay attention to effective communication; secondly, we should listen to a variety of voices from consumers; third, we should really integrate consumers into the whole process of marketing; finally, we should dare to carry out social and cultural changes. From the audience point of view, the audience should create, actively share, but also take the initiative to participate, collaborative creativity. Social marketing should understand the hearts of the people, marketers should learn to think of others, the spiritual needs of consumers as the starting point and foothold of marketing activities. Finally, it is suggested that the research results of this paper should be applied to the practice of socialized marketing in China, so as to provide reference for solving the practical problems in the process of marketing.
【学位授予单位】：辽宁大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;G206
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