我国SNS营销发展阶段特点分析

Analysis of the Evolution Stages and Characteristics of China's SNS Marketing

近年来,社会性网络服务(SNS)营销一直是市场营销领域广泛关注的焦点之一,但其发展阶段的研究却不够系统。在SNS营销文献梳理分析基础上,以SNS用户呈现的精英、草根和个性化特征和4P、4C、4R和4V经典营销发展理论为依据,将SNS营销发展划分为四个阶段,即探索期、成长期、整合期和转型期,且从研究方向、研究基础和研究内容三方面分析了每个发展阶段的特点,并对未来SNS营销的发展趋势进行了展望。

In recent years,Social Network Service（ SNS） marketing has been one of the focuses in the field of marketing,but the research of its development stage is not enough. Analysis based on SNS marketing literature review is to present SNS users of the elite,grass roots,and personalized features,with 4P,4C and 4R and 4V classic development of marketing theory as the basis. SNS marketing development is divided into four stages,namely exploration period,growth period,integration period and the transition period. This paper analyzes the characteristics of each stage of development from the three aspects of research direction,research content,and the development trend of future SNS marketing prospect.