基于社会化媒体的营销体系重构研究

Research on the Reconstruction of Marketing System Based on Social Media

论文在分析传统营销失效的原因及社会化媒体特点的基础上,提出社会化媒体营销让营销回归与消费者对话的内在本质。从构建网络化生态组织模型、全触点沟通体系、社会化品牌协同机制、基于SCRM的精准营销四方面,探讨社会化媒体营销体系框架,旨在厘清社会化媒体环境下企业营销理念与核心任务。

Based on the analyses of the traditional marketing＇ s failure cause and social media features, the paper propose the inherent nature of social media marketing is dialogue with consumers.From the construction of network ecological organization model, contact communication system, socialized brand synergy mechanism and based on the SCRM precision marketing Ere.the paper explore the social media marketing framework, aim to make clear of the concept and core task of marketing in the social ruedia environment.