聚美优品社交网络营销策略研究.docVIP

哈尔滨理工大学工学硕士学位论文 哈尔滨理工大学工商管理硕士学位论文 - PAGE II - V- 聚美优品有限公司社交网络营销策略研究 摘 要 网络购物和网络社交都已经成为人们生活中的重要内容，电子商务和社交网络之间的联系也越来越多。电子商务网站可以通过社交平台的互动特点来提高商务网站的粘度，为许多企业带来忠诚的客户和持续的销售收入，同时取得良好的口碑营销效果。 另一方面，电子商务网站的商品推广的难度越来越大，电商企业通过搜索引擎和其他流量分配网站等方式推广商品的投入越来越高。目前电子商务企业销售商品的品类极其丰富，以及有些平台的信用评价机制被滥用，使消费者无法分辨网上商品的优劣。电子商务与社交网络的有效结合，有利于解决上述问题。而在聚美优品公司，电子商务和社交网络应该如何结合才能取得较好的营销效果，是很值得思考和探讨的。 本文首先分析了电子商务与社交网络相结合的背景和意义，接着对国内外关于网络营销的文献进行了综述。在此基础上，明确了社交网络的概念，并回顾了社交网络发展历程以及社交网络在中国的发展趋势，对聚美优品公司的营销环境以及营销需求进行了PEST分析、波特五力分析、SWOT分析，探讨了企业在社交网络平台下的信息传播方式的改变、消费者诉求的增加、网络营销环境的变化，最后提出了基于社交网络平台的网络营销策略，包括体验式营销，数据库营销，互动式营销，社交网络营销等。 关键词　社交网络；网络营销；营销策略 Research on the social network marketing strategy of Jumei Youpin company Abstract The network shopping and social networking have become an important part in peoples life, between e-commerce and social network ties were more and more. Electronic commerce website can improve business website viscosity through interactive features of social networking platforms, brings loyal customers and continued sales for many enterprises, but also achieved good word-of-mouth marketing effect. On the other hand, the electronic commerce website commodity promotion more and more difficult, the business enterprise through search engines and other flow distribution site, promotion of goods into more and more high. The abuse of e-commerce sites is extremely rich in fish and credit evaluation mechanism, so that consumers can not distinguish the quality of goods. Combination of electronic commerce and social networks can solve above problems. In Jumei Youpin company, that e-commerce and social network should be how to be combined to achieve better marketing results is worth thinking and discussion. At fist, this dissertation analyzes the background and significance of combination of e-commerce and social network, and then to domestic and foreign about network marketing literature review. The social network concept is clear in the second chapter, it reviews the development trend of the