社交互动营销研究——以可口可乐“快乐昵称瓶”为例(可编辑).docVIP

社交互动营销研究 ——以可口可乐“快乐昵称瓶”为例 摘要：社交网络(Social Networking Service,SNS)实质是人机关系网络，拥有大量具有较高消费需求的消费者，潜藏着巨大的市场空间，因此吸引了众多品牌的加入。 2013年夏天，可口可乐公司“畅爽夏日，分享快乐”夏日营销活动，可口可乐“快乐昵称瓶”全面上市，该营销活动综合了互动营销与社交网络营销两种营销手段达到了很好的效果。这次营销活动的成功必将是社交互动营销成为未来营销实践和发展的重要领域之一。笔者根据可口可乐昵称瓶营销互动为案例，着重介绍可口可乐公司的营销手段，并在此基础上对于社交互动营销进行分析。本文分为三个部分，首先是对社交网络营销、互动营销与社交互动营销的概念进行分析，总结其特点；其次，以可口可乐公司为案例分析其营销活动的特点；最后以此总结出社交互动因素成功的要素，并对其进行分析。 关键词：社交网络；互动式营销；可口可乐 Study on The Interaction of Social Marketing In Coca-Cola Nickname -- Happy Bottle as An Example ABSTRACT ：Social networks (Social Networking Service, SNS) is the essence of human relation network, has a large number of high consumption of consumer demand, a huge market space, adding it attracted a large number of brands. The summer of 2013, Coca Cola Co Cool summer, share the joy of summer marketing activities, Coca-Cola happy nickname bottle a comprehensive listing, the marketing activities of interactive marketing and social marketing two marketing means to achieve good results. Success will be the marketing activity is a social interactive marketing has become one of the most important field of marketing practice and development in the future. According to the Coca-Cola nickname bottle marketing interaction as an example, introduces the Coca Cola Co marketing means, and on this basis for social interaction marketing analysis. This paper is divided into three parts, the first is the concept of marketing, social network interactive marketing and social interactive marketing analysis, summarizes its characteristics; secondly, the Coca Cola Co for the case analysis of the marketing activities; finally concludes the elements of social interaction factors of success, and its analysis. Key words: Social network; interactive marketing; Coca-Cola 目 录 1 社交互动网络营销概述.........................................1 1.1 社交网络营销............................................1 1.2 互动营销................................................3 1.3 社交互动营销...........................