SNS社區中的品牌營銷研究

文化產業管理論文編號:WHCY124 論文字數:13881,頁數:20 附任務書,開題報告,外文翻譯,文獻綜述

目 錄
緒論 1
 （一）選題背景與意義 1
 （二）論文的框架結構 1
 （三）論文的研究目的和研究方法 1
一、品牌營銷和網絡營銷的相關研究概述 2
 （一）品牌營銷概述 2
 （二）網絡營銷概述 3
 （三）相關領域的研究方法 5
二、SNS社區中的品牌營銷研究 5
 （一）SNS社區概述 5
 （二）SNS社區在企業品牌營銷上的優勢 6
 （三）SNS社區在企業品牌營銷上發展的良好勢頭 7
三、SNS社區在企業品牌營銷中的發展預測 12
 （一）多元化和專業化的兩極發展前景 12
 （二）企業和SNS社區品牌效應的疊加 12
 （三）新技術的應用 13
四、結論 13
致 謝 15
參考文獻 16

 摘要：SNS社區是基于web2.0技術的社會性網絡服務，通過人與人之間的交互來傳遞信息。隨著電子商務的發展，SNS社區成為消費者之間、企業與消費者之間、企業與企業之間一個巨大的信息交流平臺。但隨著SNS社區同質化越來越嚴重，企業的選擇也越來越單一，以廣告為主要盈利來源的社區營銷已經使企業進入網絡營銷的瓶頸。要想改變這種的局面，在相關技術的支持下以企業品牌打造為主要形式的網絡營銷必將成為SNS社區營銷的主要模式，也是企業之間相互競爭的重要途徑。網絡廣告只是營銷手段之一，而不能代替企業整個營銷環節。SNS社區在品牌營銷上的優勢決定了企業的選擇，同時企業也要利用社區本身具有的品牌效應引導企業對其自身深層次的開發。3G時代的到來為SNS社區的發展打開了一扇窗戶，如何合理利用這個平臺也成為社區和企業共同要考慮的問題。
 關鍵詞：SNS社區；品牌營銷；網絡營銷；品牌效應

RESEARCH ON THE BRAND MARKETING IN THE SNS COMMUNITY
  ABSTRACT: The SNS community is the social network service which based on the web2.0 technology, transmits information alternately between the users.Along with the electronic commerce developing,the SNS community becomes a huge communication platform between the consumer and consumer,the enterprise and the consumer and the enterprises and the enterprise.But as it's more and more identical to each other, the enterprise's choice is more and more unitary. The community marketing which originated for the main profit by the advertisement has already caused the enterprise into the network marketing difficulties.To change this kind of aspect we should certainly to take brand as the main form network marketing with the support of the correlation technology,it should be the main mode in SNS community marketing,and it will be one of the most important ways between enterprise's mutual competes.The network advertisement is only one of marketing methods, but it cannot replace the enterprise's entire marketing link.
The SNS community has superiority in the brand marketing which is depended the enterprise's choice,simultaneously the enterprise should also use community's own brand effect to guide deeper development.The 3G era's arrival have turned on a new window in the SNS community's development.How to take advantage of this platform in a rational way becomes a question and it needs the enterprise and the community to consider together.
 Key words: SNS community, brand marketing, network marketing, brand effect