试论社会化媒体时代品牌营销之道.doc

 试论社会化媒体时代的品牌营销之道  中文摘要  试论社会化媒体时代的品牌营销之道 中文摘要 近年来，随着信息技术的发展，以 Web2.0 技术为支持的社会化媒体迅速崛起。 凭借其参与性、公开性等特点，社会化媒体颠覆了传统媒体的传播模式和传播格局， 也吸引了越来越多的人参与其中。社会化媒体的出现对人们的生活产生巨大影响的同 时也对营销环境产生了深刻的影响。越来越多的企业也已经意识到社会化媒体的重要 性，营销重心逐渐转移到社会化媒体。但是真正了解如何通过社会化媒体拓展品牌知 名度的企业少之又少，大部分企业只是将社会化媒体看作传统媒体的替身，没有能够 充分发挥社会化媒体的优势。 鉴于此，本文旨在社会化媒体背景下讨论企业品牌营销的策略与挑战。本文以奥 巴马借助社会化媒体成功入主白宫为切入点，在梳理社会化媒体基本理论以及使用现 状的基础上，从消费者购买决策、消费者市场、企业与消费者的关系模式三方面来分 析社会化媒体对营销环境的影响。随后，通过结合文献资料和案例分析，对比传统营 销模式，提出新形势下品牌营销的策略，主要有以下几方面：注重互动与沟通、口碑 营销、价值观营销。然而，社会化媒体并不是完美的，强大的传播速度和传播模式会 加速负面信息的扩散，加大危机发生的风险。对于这一挑战，本文提出及时遏制、有 效规避和反客为主、顺势营销两种应对措施，希望能够给企业今后的营销活动提供一 些参考。  关键词：社会化媒体  品牌营销  口碑营销  作  者：朱红燕  指导老师：王伟明 I 英文摘要  试论社会化媒体时代的品牌营销之道  The Way Of Brand Marketing In The Social Media Era Abstract In recent years, with the development of information technology, social media which is supported by Web2.0 technology has rapid rise. With its features, such as participation, openness, etc., social media has subverted the mode of transmission and dissemination of pattern of traditional media, and also attracted a large number of people to participate it. The emergence of social media has a huge impact on peoples lives but also profound impact on the marketing environment. More and more enterprises have realized the importance of social media, and marketing focus has gradually shifted to social media. But few of them truly understand how to expand brand awareness through social media. Most enterprises treat social media as a substitute for traditional media. They didn’t make full use of the advantages of social media. In view of this, the purpose of this paper is to discuss brand marketing strategies and challenges under the background of social media. Based on the breakthrough point that Barack Obama won the election with the help of social media success, This paper will comb the basic theory of social media and present use situation, then analyze the social media influence on marketing environment from the consumer purchase decision, consu