SNS类网站圈子营销之探析.pdfVIP

摘 要 一方面，国内SNS 类网站市场依然迅速膨胀，门户网站、电信以及各个行 业也纷纷进入市场；另一方面国内几大主流的SNS 类网站虽然流量依然走高， 但仍然未能走出不盈利的困境。 本文从SNS 类网站的用户特点和功能特性考虑，认为圈子是SNS 类网站的 核心资源与优势所在，SNS 类网站以圈子为基础进行营销能够使得SNS 类网站 摆脱目前的困境。在此观点的基础之上，本文从对SNS 类网站概念的界定，圈 子营销概念的界定，到对SNS 类网站圈子营销过程、关键步骤、表现形式以及 到要注意的问题等等对SNS 类网站圈子营销进行了全面的研究。 本文认为SNS 类网站直接将现实中的圈子搬到 SNS 网站平台上，SNS 网 站所承载的其实就是一张由无数个相互交叉的真实的人际圈子组成的巨大的人 际网，SNS 类网站圈子营销的核心是根据受众影响力评估寻找圈子中的意见领 袖，以意见领袖为SNS 网站营销的起点，使得营销信息从网络中最有效节点以 人际传播的方式散发到相关的人际网络，并及时搜集营销过程中信息的反馈。 SNS 类网站圈子营销成本低、效率高，由于营销基于真实可信的圈子，营销信 息的传播速度更快，可接受程度较之传统营销方式要高。在此基础上，本文分 析并总结出SNS 类网站圈子营销的几种形式以及要注意的问题，为SNS 类网站 的发展提出建议。 关键词：SNS 类网站 圈子 圈子营销 1 Abstract On the one hand, the market of social network sites in china is still expanding, and the great traditional websites, telecom oprators and companies of other fields are trying to enter this market; on the other hand the several main social network sites are still trapped by its unclear business models though their pageviews keep going up all the time. Based on the specilties of SNS users and functions of SNS, the author thinks that the circle is the core value and advantage of social network sites, by using of the circle-marketing, the SNS could get out of the difficult position. So the essay do a comprehensive researching on the SNS from the marketing process, the key points, the express style and the problems which should be paid attention to. The SNS moves the real world’s circles with relationships to the website, actually, the SNS is just a huge social network which is combined by a lot of real and connected interpersonal circles. The core point of circle marketing of SNS is looking for Opinion Leaders by evaluating influence power of the target audience, then taking the Opinion Leaders as the start point to take the information