基于内容分析法的国内SoLoMo营销研究综述

Review of Domestic Research on SoLoMo Marketing Based on Content Analysis Method

自2011年美国KPCB风投公司合伙人John Doerr综合了Social(社交)、Local(本地位置)和Mobile(移动)三个关键词提出SoLoMo概念以来,这一营销新概念便成为近年来全球电商界讨论最热烈的话题之一。本文基于内容分析法,研究了2011—2015年间关于SoLoMo营销的国内文献,并从现状及趋势研究、模式构建研究和具体应用研究三个方面对所选文献进行分类和梳理。通过研究已有相关文献,本文对该研究领域进行了总结与展望,以期为后续研究者提供参考借鉴。

Since the partner of KPCB venture capital company in America, John Doerr, in 2011 proposed the concept of SoLoMo which integrates Social, Local and Mobile, this new concept of marketing has become one of the world＇s most hotly discussed topics in recent years. This article studies domestic articles on SoLoMo marketing from 2011 to 2015 based on the content analysis method. The selected articles are classified and sorted out from three aspects： research on current situation and trend, research on model construction and research on specific application. Summary and prospect of this research area is made by studying the existing relevant articles, aiming at providing some reference for future researchers.