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论文编号：	10226
作者编号：	2120162734
上传时间：	2018/6/12 12:14:40
中文题目：	社交媒体内容营销的形式、社交媒体影响力及盈利能力的关系研究
英文题目：	Research on the Relationship of Social Media Content Marketing Form, Social Media Influence and Profitability
指导老师：	田莉
中文关键字：	社交媒体内容营销；社交媒体影响力；社交媒体盈利能力
英文关键字：	the content marketing of social media; social media influence; the profitability of the social media
中文摘要：	本研究创造性地将国外对社交媒体内容营销形式与社交媒体影响力关系探索应用到中国微信公众号营销情境下，识别了在中国特色微信公众号营销情境下，相同的内容营销形式可能带来不同的影响结果。本研究进一步将以往的社交媒体影响力拓展到社交媒体盈利能力这一终极目标上，对社交媒体内容营销的结果进行了更直接的披露。本文希望通过实证研究探讨通过不同形式进行社交媒体内容营销对社交媒体影响力的影响，并进一步探究这些社交媒体影响力与其商业价值之间的关系。一方面为社交媒体从业人员选择合适的形式和内容进行营销提供一些指导思路；另外一方面，为品牌和商家寻找合适的广告投放对象、广告投放金额给予一定的启迪。
英文摘要：	This study creatively explores the relationship between foreign social media content marketing forms and influence of social media influences in China WeChat public number marketing context. It identifies that in the context of Chinese WeChat public number marketing, the same content marketing forms may bring differences. The impact of the results. This study further extends the influence of past social media on the ultimate goal of social media profitability, and more directly discloses the results of social media content marketing. This paper hopes to use empirical research to explore the impact of social media content marketing through different forms on social media influence, and further explore the relationship between these social media influences and their commercial value. On the one hand, it provides some guidance ideas for social media practitioners to choose the right form and content for marketing; on the other hand, it provides certain enlightenment for brands and businesses to find suitable advertising targets and the amount of advertising.
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