论中国SNS粉丝主页的营销成果及营销思路——以人人网粉丝主页为例

A Study on SNS Fan Page Marketing Strategy and Consequent in China

SNS粉丝主页的营销成果体现在市场营销的方方面面:口碑或品牌传播效果,消费者品牌关系的建立,品牌认知及品牌形象的提高。SNS营销战略定位要从单纯的品牌植入扩展到粉丝主页运营方面。中国当下品牌SNS的营销应当采取内容更新、粉丝主页意识培养、管理者的专业化和年轻化、忠诚用户升华等措施。

In recent years due to the advantages of communicability and user autonomy, creativity and sharing on SNS, many enterprises started to invest in brand SNS. However, scholars and marketers have a little knowledge about brand SNS or SNS fan pages. This research, focusing on renren, corn fan page, firstly summarizes the effect of fan page on modern marketing and communication. Then the authors elaborate on China＇ s current mar- keting ideas-brand SNS page position, and finally put forward management ideas about content update, developing the sense of fan page, management characteristics and making the most of loyal users.