社会化媒体营销研究:概念与实施

Research on Social Media Marketing: Conception and Implementation

近年来,社会化媒体营销(SMM)迅速兴起,受到了国内外学界和业界的高度关注。目前,国外SMM研究成果丰富,值得国内相关研究借鉴。有鉴于此,通过对国外相关文献的回顾与梳理,首先评介了社会化媒体营销的几种定义与类型,从互动、内容、关系及口碑等多元视角阐释了社会化媒体营销的深刻内涵,基于媒体功能与用户特征划分出五类社会化媒体营销形式,并揭示它们在营销目标与内容形式上的显著差异。其次,整合企业、顾客和传播三重视角辨析社会化媒体营销与传统营销的区别,探讨了社会化媒体营销的优势和劣势。最后,归纳出战略定位、平台选择、内容生成与双重互动、整合策略四大SMM实施方法,且在此基础上对未来研究方向进行展望。

In recent years,social media marketing(SMM)rises rapidly and has drawn high attention of academic and business circles at home and abroad.Currently,the research on SMM has obtained abundant results abroad,which domestic studies should be used for reference.In view of this,based on a review of foreign literatures,this paper introduces the various definitions of SMM,and analyzes its deep connotation from the multiple perspectives such as interaction,content,relationship,word-ofmouth(WOM),etc.Then,it classifies five types of SMM according to media functions and user characteristics,and reveals their significant differences in marketing target,content and form.Furthermore,from three perspectives including the integration of enterprise,consumer and communication,this paper makes the distinction between SMM and traditional marketing.It discusses the advantages and disadvantages of SMM,and sums up four methods to implement SMM:strategy positioning,platform choice,content generation&dual interaction,and integration strategy.On that basis,this paper prospects several directions of future research.