SNS社区中的品牌营销研究

文化产业管理论文编号:WHCY124 论文字数:13881,页数:20 附任务书,开题报告,外文翻译,文献综述

目 录
绪论 1
 （一）选题背景与意义 1
 （二）论文的框架结构 1
 （三）论文的研究目的和研究方法 1
一、品牌营销和网络营销的相关研究概述 2
 （一）品牌营销概述 2
 （二）网络营销概述 3
 （三）相关领域的研究方法 5
二、SNS社区中的品牌营销研究 5
 （一）SNS社区概述 5
 （二）SNS社区在企业品牌营销上的优势 6
 （三）SNS社区在企业品牌营销上发展的良好势头 7
三、SNS社区在企业品牌营销中的发展预测 12
 （一）多元化和专业化的两极发展前景 12
 （二）企业和SNS社区品牌效应的叠加 12
 （三）新技术的应用 13
四、结论 13
致 谢 15
参考文献 16

 摘要：SNS社区是基于web2.0技术的社会性网络服务，通过人与人之间的交互来传递信息。随着电子商务的发展，SNS社区成为消费者之间、企业与消费者之间、企业与企业之间一个巨大的信息交流平台。但随着SNS社区同质化越来越严重，企业的选择也越来越单一，以广告为主要盈利来源的社区营销已经使企业进入网络营销的瓶颈。要想改变这种的局面，在相关技术的支持下以企业品牌打造为主要形式的网络营销必将成为SNS社区营销的主要模式，也是企业之间相互竞争的重要途径。网络广告只是营销手段之一，而不能代替企业整个营销环节。SNS社区在品牌营销上的优势决定了企业的选择，同时企业也要利用社区本身具有的品牌效应引导企业对其自身深层次的开发。3G时代的到来为SNS社区的发展打开了一扇窗户，如何合理利用这个平台也成为社区和企业共同要考虑的问题。
 关键词：SNS社区；品牌营销；网络营销；品牌效应

RESEARCH ON THE BRAND MARKETING IN THE SNS COMMUNITY
  ABSTRACT: The SNS community is the social network service which based on the web2.0 technology, transmits information alternately between the users.Along with the electronic commerce developing,the SNS community becomes a huge communication platform between the consumer and consumer,the enterprise and the consumer and the enterprises and the enterprise.But as it's more and more identical to each other, the enterprise's choice is more and more unitary. The community marketing which originated for the main profit by the advertisement has already caused the enterprise into the network marketing difficulties.To change this kind of aspect we should certainly to take brand as the main form network marketing with the support of the correlation technology,it should be the main mode in SNS community marketing,and it will be one of the most important ways between enterprise's mutual competes.The network advertisement is only one of marketing methods, but it cannot replace the enterprise's entire marketing link.
The SNS community has superiority in the brand marketing which is depended the enterprise's choice,simultaneously the enterprise should also use community's own brand effect to guide deeper development.The 3G era's arrival have turned on a new window in the SNS community's development.How to take advantage of this platform in a rational way becomes a question and it needs the enterprise and the community to consider together.
 Key words: SNS community, brand marketing, network marketing, brand effect