洁客购物网社会媒体营销策略

发布时间：2018-09-13 08:26

【摘要】：社会媒体（Social Media）是以互联网为平台，每个人都可以参与和互动的新型媒体，博客、微博、SNS网站和QQ群都属于社会媒体。社会媒体即是用户生成内容（UGC）的发布与交流平台，又是建立和维系社会关系的互联网手段。社会媒体营销，，是借助社会媒体开展的病毒营销，属于充分利用了Web2.0特征的互联网营销。洁客购物网（http://www.jackgouwu.com）是小型B2C网络销售企业，经营的产品是国内知名品牌的湿巾及其它家用清洁用品。通过对洁客购物网的服务流程与产品特点分析，总结了本网站开展社会媒体营销的必要性。对国内主要的两家社会媒体“新浪微博”及“人人网”的相关信息进行筛选分析，根据分享量和浏览量两个指标归纳出最大值的信息内容，总结他们的共性，并找到聚焦点。然后，结合洁客购物网产品特点，利用“病毒式”营销的模式，设计出本网站在社会媒体中的营销策略。提出的社会媒体营销策略，适用于垂直B2C小型电子商务零售企业。本文主要有以下两点意义：（1）减少企业在互联网推广中的费用，特别是为企业节省大量的广告费用；（2）试图找到社会媒体的聚焦点，通过焦点范畴和自身产品特点的结合，达到在平台上广泛宣传的目的。本文第一部分是绪论，简要概述了课题来源、研究意义、研究框架、论文结构、研究方法和创新之处。第二部分先阐述社会媒体的概念、发展历程和发展趋势，然后分析国内社会媒体平台的现状和特点。第三部分先介绍洁客购物网的销售服务流程和经销的产品特点，然后分析该网站利用网络资源、社会化分享等平台的必要性。第四部分收集并分析国内社会媒体的相关信息，总结国内社会化网络平台的核心聚焦点。第五部分设计洁客购物网站的社会媒体营销方案与实施策略。
[Abstract]:Social media (Social Media) is a new type of media based on the Internet, which everyone can participate in and interact with. Blog, Weibo SNS website and QQ group all belong to social media. Social media is not only the publishing and communication platform of user-generated content (UGC), but also the Internet means to establish and maintain social relations. Social media marketing, with the help of social media, is a viral marketing, which makes full use of the characteristics of Web2.0. Jieke Shopping Network (http://www.jackgouwu.com) is a small B2C network sales enterprise, operating products are well-known domestic brands of wet towels and other household cleaning products. By analyzing the service flow and product characteristics of Jieke Shopping Network, the necessity of social media marketing is summarized. This paper analyzes the relevant information of "Sina Weibo" and "Renren.com", two main social media in China, sums up the information content of the maximum value according to the two indexes of sharing and viewing, sums up their commonness and finds the focal point. Then, according to the characteristics of Jieke Shopping Network, the marketing strategy of this website in social media is designed by using the model of "virus" marketing. The proposed social media marketing strategy is suitable for vertical B 2 C small e-commerce retail enterprises. This paper mainly has the following two meanings: (1) reduces the enterprise in the Internet promotion expense, specially saves the massive advertisement expense for the enterprise; (2) attempts to find the social media focal point, through the focal point category and own product characteristic union, To achieve the goal of wide publicity on the platform. The first part of this paper is an introduction, briefly summarizes the source of the subject, research significance, research framework, the structure of the paper, research methods and innovations. In the second part, the concept, development course and development trend of social media are introduced, and then the present situation and characteristics of social media platform in China are analyzed. The third part first introduces the sales service flow and product characteristics of Jieke Shopping Network, and then analyzes the necessity of using network resources, social sharing and other platforms. The fourth part collects and analyzes the relevant information of domestic social media, summarizes the core focus of domestic social network platform. The fifth part designs the social media marketing scheme and implementation strategy of Jieke shopping website.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F724.6

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