S64协同工作空间社交媒体促销研究

发布时间：2022-09-30 18:11

　　随着互联网的迅猛发展,以及政府对信息技术基础设施投资的大力支持,人们对互联网的运用比过去任何时候都更加便利了。由此,协同工作空间行业也在全球范围内获得长足增长。协同工作空间也在泰国曼谷等城市获得增长潜力。这篇论文对S64协同工作空间进行了研究。研究问题聚焦在其在线营销传播渠道所存在的问题上。本文首先介绍了论文的研究背景、研究目的和研究意义,并通过对日常工作人员、专业领域的专家进行深度访谈,以及研究公司文档获得一手数据,在案例描述中,详细确认、介绍了S64协同工作空间存在的具体的社交媒体广告促销面对的挑战和问题。作者通过整合营销传播理论、社会网络理论,、社会媒体营销策略等,对问题的根源进行剖析,并利用专业管理模型如鱼骨图、五力分析模型和PESTEL分析模型探讨其管理问题。在此基础上,作者为企业提供了问题的解决思路,即企业可以通过改善社交社区和在线广告的方法,提高受众的信息交换空间和机会。并通过使用社交媒体来促进业务的开展以展示其产品价值。 

【文章页数】：95 页

【学位级别】：硕士

【文章目录】：
ACKNOWLEDGEMENTS
ABSTRACT
摘要
1 Introduction
    1.1 Research background
    1.2 Research objectives
    1.3 Study Limitations
    1.4 Benefits of the Study
    1.5 Structure of thesis
2 Literature Review
    2.1 The co-working spaces and social media promotion
        2.1.1 Social media promotion for co-working spaces
    2.2 The theory of Integrated marketing communications (IMC)
        2.2.1 The theory of processes and evaluation of Integrated marketing communications (IMC)
        2.2.2 The integrated marketing communication mix tools
        2.2.3 Brand and Integrated Marketing Communications
        2.2.4 Literature review on integrated marketing communications (IMC)
    2.3 Introduction to social network theory
        2.3.1 Social Media Marketing
        2.3.2 Electronic Word of Mouth (E–WOM)
        2.3.3 Online Communities
        2.3.4 Online Advertisements
        2.3.5 Literature review on social network marketing
    2.4 Analysis tools and technique
        2.4.1 Cause and effect analysis (Fishbone diagrams)
        2.4.2 Five Force Model
        2.4.3 PESTEL analysis
    2.5 Other related theories
        2.5.1 Co-working space management
        2.5.2 Social media marketing strategies
3 Case Description
    3.1 General Background
    3.2 The development of S64 co-working space
    3.3 Problem facing
        3.3.1 First problem: No marketing strategy for co-working space management
        3.3.2 Second problem: Ineffective and unsystematic in current promotion channel
        3.3.3 Third problem: No evaluation process
4 Case Analysis
    4.1 First problem: No marketing strategy for co-working space management
    4.2 Second problem: Ineffective and unsystematic in current promotion channel
        4.2.1 Media
        4.2.2 Message
    4.3 Third problem: No evaluation process
5 Suggestion
    5.1 Improve marketing strategy for co-working management
        5.1.1 Focus on the right target
        5.1.2 Develop the self- improvement and business management
        5.1.3 Expanding the business promoting channel
        5.1.4 Renovated co-working space
    5.2 Improving the effectiveness of promotion channel
        5.2.1 Following the advice of the expert in brand management
        5.2.2 Creating and improving social marketing
        5.2.3 Improving the operation in organization for responding to customer
        5.2.4 Improving the promotional channel within message
        5.2.5 Developing the various kinds of ads
    5.3 Measuring the evaluation process
        5.3.1 Measuring the performance of promotion
        5.3.2 Giving knowledge the operational staff to evaluate performance
        5.3.3 Establishing effective marketing activity
        5.3.4 Careful financial planning
6 Conclusion and Further Studies
    6.1 Conclusion
    6.2 Further Studies
REFERENCES
APPENDIXS
    APPENDIXS Ⅰ: Facebook Performance
    APPENDIXS Ⅱ: Statistic



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