社会化媒体环境下企业品牌建设的思考论文正文汇编.doc

毕 业 论 文 2013 届 社会化媒体环境下企业品牌建设的思考 学生姓名 学 号 系 别 经济与管理系 专业班级 班指导教师 完成日期 年月 社会化媒体环境下企业品牌建设的思考 摘 要 社会化这个词的火热程度，不亚于不久之前的WEB2.0，它们本质上都体现的是互联网之于人们的定位的改变以及人们使用和参与互联网方式的变革。社会化媒体对企业的品牌建设有什么影响；在社会化媒体环境下企业的品牌建设获得了哪些新的机遇，又增添了哪些新的挑战；企业应当如何利用社会化媒体进行品牌建设，这些都是当前企业所面临的实际课题。本文首先围绕课题中的两个关键词即社会化媒体和品牌建设进行基本的理论概述。其次分析在社会化媒体广泛运用的大环境下，企业品牌建设各个方面所面临的机遇与挑战。最后再分别针对三个阶段提出在社会化媒体环境下品牌建设的策略。 Thinking of the BRAND BUILDING of the enterprise in social media environment ABSTRACT Fiery socialization of the word, as shortly before the WEB2.0, they are essentially reflects the change of the Internet in peoples location and people involved in the Internet and the transformation of the mode of. The rise of social media is by changing the way of communication, media, marketing in order to change the world. Social media has little effect on the enterprises brand construction; in the social media environment of enterprise brand construction has achieved what new opportunities, and add any new challenges; enterprises should be how to use social media for brand building, all of these is a practical problem facing businesses today. This paper revolves around two key words in the topic of social media and brand building theoretical overview of the basic definition and content, application status and brand construction definition, characteristics, including social media. Secondly, widely used in social media environment, opportunities and challenges faced by each enterprise brand construction. Finally, according to the three phases present in social media environment brand construction strategy. KEY WORDS Social Media; Brand building; Social Media Marking 目 录 摘 要 I ABSTRACT II 前言 1 1社会化媒体与品牌建设的一般理论概述 1 1.1社会化媒体的定义与特点 1 1.1.1社会化媒体的定义 1 1.1.2社会化媒体的特点 3 1.2社会化媒体的应用现状 4 1.2.1社会化媒体的应用方式 4 1.2.2社会化媒体的应用优势 5 1.3品牌建设的定义与内容 5 1.3.1品牌建设的定义 5 1.3.2品牌建设的内容 5 2社会化媒体环境下企业品牌建设面临的机遇与挑战 6 2.1机遇 6 2.1.1品牌定位可实现精准化 6 2.1.2品牌传播更具靶向性 6 2.1.3品牌影响可实现深度挖掘 6 2.2挑战 7 2.2