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| 论文编号： | 1325 | |
| 作者编号： | 2120072143 | |
| 上传时间： | 2009/11/15 17:26:14 | |
| 中文题目： | 基于SNS网站的网络营销策略研究 | |
| 英文题目： | Study of Marketing Strategies | |
| 指导老师： | 李桂华 | |
| 中文关键字： | 社会关系网站、口碑、病毒式营销 | |
| 英文关键字： | SNS Word of Mouth Viral Market | |
| 中文摘要： | 2008年SNS网站成为中国互联网最火爆的现象。SNS网站也称社会关系网站，它是依据六度空间理论建立的，旨在帮助人们通过在线的方式管理、联系真实人际关系的平台。SNS网站不仅用户规模庞大，且呈现出黏度高、真实性和互动性强的特点。作为第二代互联网应用的典型，SNS网站强调以人为核心，即每个人都是内容的创造者和分享者，这种传播的交互性使得SNS网站的用户具有群组化、关系化的特征。这些特点使得SNS网站具备了突破传统营销范畴的能力，被赋予了多种商业价值。本文从现代营销的角度考察了其作为企业营销活动的平台所具有的创新性和有效性。 SNS网站的形成源于六度空间理论，以及根据六度空间理论衍生出来的弱连接关系。因此本文首先要对这两个著名的社会学理论进行一下回顾。随后，对网络营销的相关理论和现代营销相关理论进行简单概述，作为后文进一步分析的基础。第三章着重介绍了SNS式网络营销的环境，包括宏观环境及竞争优势分析。第四章和第五章作为全文的核心章节，第四章详细介绍了SNS网站的特点及主要功能，引出SNS式网络营销的模式。第五章提出了应用于SNS网站的各种营销策略，包括口碑营销、病毒式营销、精准营销以及植入式广告，对各种营销策略在SNS网站的应用进行逐一分析，并通过具体案例展示了各种策略的综合应用。第六章是总结性的一章，概括了全文的主要结论，展望了SNS网站未来发展中可能遇到的问题并提出相应建议。 | |
| 英文摘要： | Social Networking Site (SNS) has been the most popular topic in year 2008. It’s a platform built on the concept of Six Degrees of Separation, which helps people to maintain and further their social networks. Social networking sites attract large numbers of users with high engagement and strong interaction. With the rise of Web 2.0, websites like SNS treat users as the centre and encourage them to generate contents and share messages with others. Social networking site, more inclusive and responsive, is a digital map of people’s real-world connections, helping people communicate more efficiently with their friends, coworkers and family. It allows people to perform social interactions, self-presentation and social capital management. It is a place where users interact and co-create in a group and community setting. With these characteristics, SNS has the ability to break through traditional marketing strategies and is endued with more business value. The article reveals how innovative and efficient the SNS-style marketing could be. The article starts with the concept of Six Degrees of Separation and the derived theory of the strength of the weak ties. Then it reviews modern marketing development including Word of Mouth, Viral Marketing, Precision Marketing and Branded Content. After giving a whole picture of the current status and main applications of SNS, the article states in details how to leverage the power of these new social networks to create innovative brand experiences and build sustainable loyalty. In the last part, it demonstrates good revenue models for a healthy development and gives suggestion on the future of SNS. | |
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