基于社交媒体的企业营销模式创新研究 市场营销专业.docx

PAGE 2 设计（论文）题目：基于社交媒体的企业营销模式创新研究——以A公司为例 摘 要 在传统媒体日益失势的背后，是以社交媒体为代表的新媒体的日益兴盛。社交媒体随着移动互联网技术的发展而逐渐兴起，如今已经给我们的生活带来了极大的改变。正因如此，越来越多的企业和品牌开始关注在社交媒体上的营销模式。但这样新兴的品牌营销方式与以往大不相同，这就要求企业对原有传统营销模式进行优化升级甚至是颠覆改革。 本文以A体育用品公司为研究对象，使用文献研究法、定量分析法、比较分析法等研究方法，运用PEST模型分析了A公司在社交媒体营销的外部宏观环境；又根据行业现状，充分使用SWOT分析法详细分析归纳了A公司目前在社交媒体营销模式现状以及存在问题，并最终提出了针对A公司在社交媒体上营销模式优化方案。根据上述研究发现，A公司基于社交媒体的品牌营销战略需要从“洞察需求、建立感知”“增强兴趣，提升认知”“加强联系，保持沟通”“拓展新兴购买渠道”“参与体验，口碑传播”这五点进行优化改进，从而为A公司及其他体育用品企业在社交媒体上的营销战略优化提供可行且有效的思路和方法。 关键词：社交媒体；企业营销；营销模式创新 ABSTRACT Behind the increasing decline of traditional media is the increasing prosperity of new media represented by social media. Social media has gradually emerged with the development of mobile Internet technology, and has now brought great changes to our lives. Because of this, more and more companies and brands have begun to pay attention to their marketing models on social media. However, such emerging brand marketing methods are very different from the past, which requires companies to optimize and upgrade or even subvert the original traditional marketing models. This article takes A sporting goods company as the research object, using literature research, quantitative analysis, comparative analysis and other research methods, using the PEST model to analyze the external macro environment of A company’s social media marketing; and according to the current situation of the industry, make full use of SWOT The analytical method analyzed in detail and summarized the current status and existing problems of company As social media marketing model, and finally proposed an optimization plan for company As social media marketing model. According to the above research findings, the social media-based brand marketing strategy of Company A needs to focus on “insight into needs, building perception”, “enhancing interest, enhancing awaren