基于社会化媒体的电子商务营销模式构建研究

发布时间：2018-03-09 13:20

本文选题：社会化媒体　切入点：电子商务　出处：《湖北工业大学》2015年硕士论文　论文类型：学位论文

【摘要】：传统电子商务同质化严重,使企业无法提供针对性服务,导致企业电子商务营销模式严重同质化,暴露出诸多弊端:缺乏评价体系,适用范围、接受群体有限,存在策划、包装以致炒作频现、可控性较差等。与此同时,电子商务企业越来越重视市场及网络营销,特别是社会化媒体营销,但目前多处于跟风阶段。在这种形势下,如何不断跟进、创新社会化媒体环境下的电子商务营销模式成为新时代企业必然选择,为此,本文选择基于社会化媒体的电子商务营销模式构建进行研究。本文创新之处在于,首先,初步揭示了基于社会化媒体的电子商务营销模式全貌,系统分析了现有基于社会化媒体的电子商务营销模式;其次,初步揭示了基于社会化媒体的电子商务营销模式构成要素及运行机理;最后,初步构建了基于社会化媒体的电子商务营销模式评估框架并提出优化对策。全文共分五章,内容如下:第一章阐述了论文选题背景、研究意义,研究现状,论文研究目标、内容、方法、思路、重难点、创新之处和组织结构。第二章从社会化媒体、电子商务营销模式、社会化营销三方面阐述了基于社会化媒体的电子商务营销模式构建理论及技术,分析了社会化媒体对电子商务营销模式的影响。第三章设计了基于社会化媒体的电子商务营销模式,主要涉及设计原则、设计思路、构建策略及关键要点、运行机理等。第四章分析了现有基于社会化媒体的电子商务营销模式,提出基于社会化媒体的电子商务营销模式评估框架,并提出基于社会化媒体的电子商务营销模式优化对策。第五章总结了已完成研究工作,展望了下一步研究工作。
[Abstract]:Traditional e-commerce homogenization is serious, which makes enterprises unable to provide targeted services, leading to serious homogeneity of enterprise e-commerce marketing model, exposing many drawbacks: lack of evaluation system, scope of application, limited acceptance of groups, existence of planning, Packaging leads to frequent hype, poor controllability, etc. At the same time, e-commerce enterprises pay more and more attention to marketing and network marketing, especially social media marketing, but most of them are now in the stage of following the trend. The innovation of e-commerce marketing mode under the environment of social media has become the inevitable choice of enterprises in the new era. Therefore, this paper chooses the construction of e-commerce marketing model based on social media to study. The innovation of this paper lies in the following: first of all, First, it reveals the overall situation of e-commerce marketing model based on social media, and systematically analyzes the existing e-commerce marketing model based on social media. Secondly, Finally, the evaluation framework of e-commerce marketing model based on social media is constructed and the optimization countermeasures are put forward. The paper is divided into five chapters. The contents are as follows: the first chapter describes the background, significance, research status, research objectives, contents, methods, ideas, difficulties, innovations and organizational structure of the thesis. The construction theory and technology of electronic commerce marketing model based on social media are expounded in three aspects of social marketing. This paper analyzes the influence of social media on E-commerce marketing mode. Chapter three designs the E-commerce marketing model based on social media, which mainly involves design principles, design ideas, construction strategies and key points. Chapter 4th analyzes the existing e-commerce marketing model based on social media, and puts forward the evaluation framework of e-commerce marketing model based on social media. Chapter 5th summarizes the completed research work and looks forward to the next research work.
【学位授予单位】：湖北工业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6;F274

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