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论文编号：	5941
作者编号：	2120092524
上传时间：	2013/12/7 10:14:12
中文题目：	基于社交网络的网络营销模型及策略研究
英文题目：	Internet marketing communication model and strategy study base on Social Network
指导老师：	肖沂
中文关键字：	社交网络分享；购买决策；网络消费者
英文关键字：	Social Network Sharing; Decision-Making; Online Consumers
中文摘要：	随着网络时代的蓬勃发展，尤其是社交网络的迅猛发展，信息传播方式正逐渐发生着变化，碎片化信息，微博信息等社会化媒体信息的传播开始成为影响消费者行为的重要因素，本论文以网络消费者为研究对象，考察了在社交网络时代的网络营销模式及策略研究。社交网络媒体正在增加其对我们的生活的渗透。社交网络与以往媒体不同的地方在于其内容的生产不再来自少量大型媒体，而是任何人都可以成为内容的生产者，只要发布的微内容有价值就会得到迅速传播从而产生影响力。而社交网络信息传播的方式也不再像传统媒体一样简单的发布信息到网站，也不是像Web1.0时代依靠搜索引擎搜索信息，社交网络的信息传播依靠网络用户之间的社会化关系将用户感兴趣的信息自动推送到用户面前，并且在传播过程中不断聚合相关的内容。新一代消费者群体在社交网络的影响下也具有了明显区别于传统消费者的特点。他们的需求更加多样化，参与意识更强，他们不仅成为社交网络微信息的消费者也是其生产者，由于社交网络基于真实社交信息的特点，让发布的微信息更加可信，消费者乐于参与到信息的互动中，这也有利于企业与消费者更直接的沟通。社交网络信息在真实的社交圈中传播，有价值的信息会被更多的转发和评论，从而形成社交圈的意见领袖。意见领袖发布的信息在社交网络的传播更加有影响力，更容易扩散。基于新时代互联网的全新信息传播及交互营销——即基于社交网络关系，位置信息和移动互联网的信息传播和营销生态让用户不仅可以主动获得信息而且可以为用户和企业，用户和用户之间通过社交关系网络建立沟通，完成社会化互动，也可以让用户成为信息发布的主体，从消费者的角色发布分享消费体验信息与更多社交网络好友共享。同时企业也可以做到通过社会化网络完成于用户的交流，实时获得用户的需求和消费反馈。消费信息不在是传统时代的信息找人，也不是互联网初期的人找信息的模式，而是通过网络社会化关系，用户社交行为等让信息自动的寻找信息，让需要的信息出现在需要的地方，信息所携带的包含用户社会化信息的因素会让需求的信息自动聚合在一起。与之相关的营销模式也从广而告之的推销模式转变为企业主动的响应用户的需求，再转变为与用户共同挖掘用户的需求。大量证据表明社交网络分享正在改变我们网络购物时的观点和影响我们的选择。本论文试图通过分析社交网络环境下信息的传播方式变化，以及新一代网络消费者在新媒体影响下呈现出的新的特点，研究新一代网络消费者决策模型的变化以及应对这些变化企业所采取的营销策略转变。作者希望本论文可以为企业在社交网络环境下的营销策略提供理论依据和实践借鉴。
英文摘要：	With the vigorous development of the Internet, especially the rapid development of social networks, information dissemination way is gradually changing, the spread of fragmented information in Weibo and other social media information has become the important factors that affect consumer behavior, network consumers as the research object, this paper researches the network marketing mode and strategy in the era of social network. Social networking media is increasing the penetration of our life. The different between Social network media and old media is its content production not from large media any more, but anyone can become producers of content, if the micro content is value enough, it will spread rapidly to produce influence. And the social network information transmission way is no longer as simple as a traditional media release information to the site, which is not a search engine way times, information transmission of social network depends on social relationship between Internet users which will push interest information to the user automatically, and continuous polymerization in the process of transmission. A new generation of consumers under the influence of the social network also has the obvious difference between the characteristics of the traditional consumer. They demand more diversified and participation awareness is stronger, they are not only become a social network information of consumers and producers, due to the social networks based on the characteristics of real social information, let the release of information is more credible, consumers were involved in the interaction of information, this also is helpful for businesses and consumers more direct communication. Social network information transmission in the real social circle, valuable information would be more forward and comment, thus forming a circle of opinion leaders. Opinion leaders released information more influential in the spread of social network, it is easier to spread. Based on a new information communication and interactive marketing of new era - based on social network relation, location information dissemination, the mobile Internet information dissemination and marketing ecological let users can not only take the initiative to get information but also for users and companies, through social relation network to establish communication and complete social interaction between the user and the user, also it can let users as the main body of information release, and releasing information with more social network friends sharing consumption experience from a consumer role. Enterprise also can complete communication with the user through social networks and get real-time feedback of user's demand and consumption. The way of getting information is not looking for the information like in traditional information era, it is not searching information at the beginning of the Internet era either, but through the network social relation, users make information automatically looking for information base on social behavior and it made information available at the right place, the character which social network carrying let information getting together automatically. The related marketing model also shift from advertising marketing model for enterprise actively response to the needs of users, again into mining together with the users requirements of users. Share a lot of evidence that social networking is changing our network point of view and affect our choice when shopping. This paper attempts to analyzes the social mode of transmission information under the network environment changes, and the new characteristics of network consumers under a new media presents, the research of a new generation of network changes in consumer decision-making model and respond to these changes in enterprise marketing strategy to be adopted in the transformation. The author hopes this paper can provide theoretical basis and practical reference in a social network environment for the enterprise marketing strategy.
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