SD软件公司的web2.0营销策略研究

发布时间：2018-03-29 07:28

本文选题：网络营销　切入点：web2.0　出处：《北京工业大学》2012年硕士论文

【摘要】：目前大多数企业已经开展网络营销。传统的网络营销很容易理解，比如网站广告、搜索引擎、邮件直投等，这些定义为web1.0的营销方式。这种传统营销方式存在的一个明显弊端是传播对象过于宽泛，无法及时准确地传递给目标用户。而web2.0营销呈现出更多的形式，包括SNS社区、微博、播客、博客、RSS、等等。在互联网行业高速发展的背景下，无疑web2.0营销将会占据越来越重要的位置。作为一个新兴的社群环境，web2.0使得具有特殊个人喜好或者共同用户体验的顾客群体可以通过虚拟社群的形式，建立起某种经常性的联系。很多现实生活的热点事件都离不开web2.0的身影，它改变了广大网民的使用习惯的同时，也将对企业的市场营销策略带来积极的影响。Web2.0在某种意义上给企业提供了一条降低成本、创新商业模式的机会。SD软件公司面对所有企业及个人用户提供安全加密的软件产品和服务，在竞争日益激烈的市场环境下，，更需要积极地调整策略来主动应对。论文通过对SD软件公司现有的传统营销策略进行分析，整理现有模式的局限性；同时结合web2.0的定义、分类及营销理论基础，如长尾理论、六度分隔理论等进行分析，整理出web2.0营销的特点与优势；最后结合SD软件公司的自身特性，构建一套适用于SD软件公司的web2.0营销策略。
[Abstract]:At present, most enterprises have launched online marketing. Traditional network marketing is easy to understand, such as website advertising, search engine, direct mail delivery, etc. These are defined as web1.0 's marketing methods. One of the obvious drawbacks of this traditional marketing approach is that the target audience is too broad to pass on to target users in time and accurately. And web2.0 marketing takes on more forms, including SNS community, Weibo, Podcasts, blogs, RSS, etc. In the context of the rapid development of the Internet industry, There is no doubt that web2.0 marketing will play an increasingly important role. As a new social environment, Web 2.0 enables customers with special personal preferences or common user experiences to use virtual communities. Establish some kind of regular connection. Many hot issues in real life can not be separated from web2.0. It has changed the usage habits of the majority of Internet users at the same time. Will also have a positive impact on the marketing strategy of the enterprise. Web 2.0 in a sense provides a way to reduce costs for the enterprise, Opportunities for innovative business models. SD Software, facing all enterprises and individual users to provide secure and encrypted software products and services, in an increasingly competitive market environment, By analyzing the existing traditional marketing strategies of SD Software Company, the limitations of the existing models are sorted out, and the definition, classification and marketing theoretical basis of web2.0, such as long tail theory, are combined. The six-degree separation theory is analyzed, and the characteristics and advantages of web2.0 marketing are sorted out. Finally, a set of web2.0 marketing strategies suitable for SD software company is constructed according to the characteristics of SD software company.
【学位授予单位】：北京工业大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F426.672

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