市场营销专业 社交网络营销对品牌宣传的影响力分析.docVIP

南京邮电大学通达学院 毕 业 论 文 题 目：社交网络营销对品牌宣传的影响力分析 专 业： 市场营销 学生姓名： 班级学号： 指导教师： 指导单位： 经济与管理学院 日期： 2012年 11月 21日 至 2013年 6 月 15 摘 要 近年来，随着互联网技术的不断发展，移动终端的不断普及，新型社交媒体的不断成熟，其高度透明性、参与互动性和社交性的优势，吸引越来越多的用户利用它发表、分享和传播信息或获取资源，人们在虚拟网络里建立的关系也正在迅速扩散。这一新兴沟通方式的日益普及也为企业开展营销创新活动提供了无限的机遇和可能。越来越多的中国企业,看到了SNS营销的潜力,意识到了利用了SNS网站进行营销的重要性。打开电视或报纸，或是接到一个传单，你可能会发现品牌在宣传推广其社会化媒体的账号。比如前阵子很多电视节目会在电视上推广其微博账号，微信账号等。品牌对社会化媒体账号进行推广和宣传已经是很自然不过的事情。 本文基于星巴克社交网络营销这一成功案例，在查阅国内外有关社交网络营销理论研究的理论和实践成果，以及大量中英文资料的参考的基础上，理论联系实际，比较了星巴克和企业品牌的网络营销做了对比，并为企业品牌的网络营销提出了一些可行性的建议和策略。 关键词：社交网络；网络营销；品牌宣传； ABSTRACT In recent years, the Internet technology continues to evolve, the mobile terminal the growing popularity of new social media continues to mature, its high degree of transparency, participatory interaction and sociability advantages to attract more and more users use it to publish and share and dissemination of information or access to resources, people in the virtual network in the establishment of relations spreading rapidly. The growing popularity of new means of communication but also for enterprises to develop innovative marketing activities provides unlimited opportunities and possibilities. More and more Chinese enterprises to see the SNS marketing potential use of SNS website realized the importance of marketing. Turn on the TV or newspaper, or received a a flyer, you might find brand in the publicity to promote its social media account. For instance A while back a lot of television programs will be on television promotion of its micro--Bo account number, micro-channel account number and so on. Brand pairs of social media account number carry out promotion and publicity already is very natural thing, however. Based on Starbucks Social Network Marketing The success stories in the lookup abroad about social networking marketing theory research theory and pract