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论文编号：	3476
作者编号：	2120082297
上传时间：	2011/6/14 16:33:10
中文题目：	基于SNS的网络营销策略及实施的研究
英文题目：	The Reserch on SNS Web Marketing Strategy
指导老师：	李东进
中文关键字：	SNS；营销策略；腾讯网；病毒营销；整合营销
英文关键字：	SNS;Marketing Strategy;Tencent;Viral Marketing;Integrated Marketing
中文摘要：	近几年来，随着我国互联网网民数量的增加和WEB2.0技术的更新在互联网的迅速蔓延，作为WEB2.0的重要发展和应用，SNS（Social Networking Service）正逐渐成为互联网的一大焦点。当前，我国的SNS网站也步入了一个迅速发展的阶段。与此同时，基于SNS的网络营销作为一种基于现实生活的人际关系网络的营销手段，正在被越来越多的传统互联网企业所重视，并将基于此项应用营销作为公司自身及所需推广的产品在网络营销的重要内容和组成方式，对于它研究和推广是具有重要意义的。 本文试图运用管理学和营销学的基本知识，论述腾讯网借助自身资源优势和特点，应用SNS的技术做产品营销的策略分析。 SNS是当前网络上的一种新型应用，具有发展迅猛、竞争激烈、盈利模式单一等特点。基于SNS营销模式的探索和研究需要大量的积累、不断摸索，持续更新，大胆创新，也具有很大的难度和挑战性。研究腾讯网基于SNS的发展策略及实施效果，不仅对腾讯网充分发掘自身资源优势，增强核心竞争力，探索有效的盈利模式，都具有显著的现实意义。本文从SNS网站竞争环境分析入手，运用PEST分析法等多种手段，分析了当下SNS网站的竞争环境，确定核心竞争力和竞争关键因素，更加针对腾讯网自身特点，总结出了腾讯网基于SNS的网络营销策略方案。还通过研究和分析腾讯网基于SNS的营销策略的应用工具，提出了对不同产品的解决方案，深入剖析了该项应用的特点以及优势所在。通过对某品牌饼干产品应用该营销方案的案例，对此营销策略的的适用性、可行性和最后的效果进行了多方位的验证。最后分析了腾讯网基于SNS网络营销的优势和不足之处，以及今后在具体应用中要注意的问题。此文，可为腾讯网及其它网络公司基于SNS的网络营销策略的制定提供可参考的借鉴。
英文摘要：	In recent years, with the increase of the number of Internet users and the rapid spread of the updates of WEB2.0 technology, SNS (Social Networking Service) which as the important development and application of WEB2.0 technology is gradually become a major focus of the Internet. At present, China SNS also entered a stage of rapid development. Meanwhile, SNS-based network marketing which as a marketing method of relationships network in the real-life, is being increasingly attention by the traditional Internet companies, and put the marketing which is based on this application into the important content and method of network marketing of products. Thus, the analysis and research is of great theoretical and practical significance of the forward-looking, but also has important effect in exploring the development model of SNS. SNS is currently the focus of the new applications on the network, with the rapid development of competition, profitability and other characteristics of a single model, the exploration and the accumulation of research work which is based on the SNS marketing model still need to explore, keep track of the investigation and the courage to make bold innovations, but very difficult and challenging. Research Tencent based SNS policy strategy and implementation results, not only for Tencent to fully exploit their own resources, and enhance core competitiveness, and explore effective profit model, with significant practical significance, but also for Tencent and other Internet companies based on SNS network marketing strategy formulation can refer to the reference provided. This article utilize the basic knowledge of management and marketing , analysis of the current marketing theory based on the current SNS development, predict future trends in integrated marketing applications, through its chain of value specific aspects of information and comparison with other marketing methods , of the SNS as a marketing channel where the strengths and weaknesses. The theoretical basis from the SNS and the establishment of a level of propagation characteristics, analyzes it with the virus, transmission characteristics, and as the nature of interpersonal networks is proposed as the feasibility of marketing channels. We also through analyzing the competitive environments of Tencent, apply many means such as the use of SWOT analysis, PEST analysis to identify core competencies and competitive play key factors. Tencent analysis and features with its own resources and the development of the self-developed marketing strategy for these four tools of technology applied to the SNS product marketing strategies to do the whole process. We summed up the marketing strategy based on the application of SNS tools and effects, made on different solutions for different products, in-depth analysis of the characteristics of the application of the marketing strategy and advantage. Products by a certain brand of biscuits successful marketing case the applicability of this marketing strategy, feasibility and effect of the final validation of the multi-faceted, study on the marketing of their products in the role. Eventually, in terms of its own characteristics, summed up the Tencent network marketing strategy based on SNS program of potential problems and their solutions, as well as specific applications in the future, we should pay attention to.
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