A体育用品公司基于社交媒体的品牌营销战略研究.docxVIP

摘 要 在传统媒体日益失势的背后，是以社交媒体为代表的新媒体的日益兴盛。社交媒体随着移动互联网技术的发展而逐渐兴起，如今已经给我们的生活带来了极大的改变。正因如此，越来越多的企业和品牌开始关注在社交媒体上的品牌营销。但这样新兴的品牌营销方式与以往大不相同，这就要求企业对原有传统营销思维和品牌战略布局进行优化升级甚至是颠覆改革。 本文以A体育用品公司为研究对象，使用文献研究法、定量分析法、比较分析法等研究方法，运用PEST模型分析了A公司在社交媒体品牌营销的外部宏观环境；又根据行业现状，充分使用SWOT分析法和SICAS模型详细分析归纳了A公司目前在社交媒体品牌营销战略上的现状和问题及原因，并最终提出了针对A公司的在社交媒体上品牌营销战略优化方案以及实施保障措施。 根据上述研究发现，A公司基于社交媒体的品牌营销战略需要从“洞察需求、建立感知”“增强兴趣，提升认知”“加强联系，保持沟通”“拓展新兴购买渠道”“参与体验，口碑传播”这五点进行优化改进，并以政策、财力、人力资源、技术和企业文化五个方面作为优化方案实施的保障措施，从而为A公司及其他体育用品企业在社交媒体上的品牌营销战略优化提供可行且有效的思路和方法。 关键词：体育用品公司，社交媒体，品牌战略，营销管理，SICAS模型 Abstract Behind the decline of traditional media, new media, represented by social media, is thriving. The rise of social media with the development of mobile Internet technology has brought great changes to our lives. As a result, more and more companies and brands are paying attention to brand marketing on social media. However, such emerging brand marketing methods are quite different from the past, which requires enterprises to optimize and upgrade the original traditional marketing thinking and brand strategic layout, or even overturn and reform. This paper takes Sports Products Company A as the research object, USES literature research method, quantitative analysis method and comparative analysis method as the research methods, and uses PEST model to analyze the external macro environment of company A in social media brand marketing. Based on the current situation of the industry, SICAS model and SWOT analysis are fully used to analyze and summarize the problems and causes of Company As current social media brand marketing, and finally put forward the strategic optimization plan and implementation measures for A companys social media brand marketing. According above, the study found that Company A is based on social media marketing strategy of the brand needs to be from insight needs, establish awareness to enhance the interest, improve the cognitive strengthen contact, keep communication expand emerging purchase channel par