【作者】 杨涛；

【导师】 刘琼； 李幸； 从明海；

【作者基本信息】 华南理工大学 ， 软件工程， 2010， 硕士

【副题名】以开心网以及本人策划的麦宅网为例

【摘要】 SNS是基于互联网科技的一种互动传播的方式,它以一种全新的技术手段渗透到网络传播中,极大的改变了人们对信息的获取方式,改变了人与人进行交往的途径,使互联网媒体将信息传播、娱乐和人际交往三者之间的关系进行了整合。以开心网和人人网为代表的SNS网络模式已经渗入到每个互联网使用者的日常生活、学习和娱乐中。与此同时,SNS所展现得这些优势和它无与伦比的黏性也给商业的品牌推广带来了广阔的市场机会。但在此同时,开心网等SNS网站在具体的运作中却面临了在广告植入的方式、受众审美疲劳、注册用户减少等具体的问题,这与SNS在开心网等网站的运用方式有关,也与网站本身内容的植入方式有关,这是一个亟待解决的问题。本文就是以SNS的品牌营销应用为基本的研究视角,通过开心网这个典型的案例,结合新媒体学的基本理论知识,分析SNS在当前环境下与品牌营销结合的现状,探讨其成功的经验和不足。本文研究指出,当前对SNS的品牌营销开发并不够,基本上处于广告标签粘贴的阶段,这种利用是在SNS的娱乐功能和人际交往功能为基本前提,采用的普通广告的“合并”的方式,即网络还是以娱乐为主,广告只是作为其标签存在,而笔者认为,这种方式容易带来视觉的污染,单纯的娱乐和人际交往功能长期以来会产生审美疲劳,缺乏较深的讨论空间,而一种较为新的以内容合作方式为主打的品牌拓展形态成为必然的趋势。笔者结合开心网等相关案例,分析了当前SNS虚拟社交平台在进行品牌推广时存在的不足和缺憾,并以笔者构想的麦宅网为例,探讨了改进的可能。本文研究进一步指出,SNS作为一种网络人际互动的有效方式,提高了受众的参与度和互动性,起到了凝聚受众的作用,但这只是SNS在凝聚人气方面的最初级的功能,SNS网站在当前的运营商限于这个瓶颈的制约,增加了网民在使用网站时的阻力因素,同时也不能有效的实现网站内容、网站广告商和网站注册用户三者之间的互动,为此SNS网站应该摈弃将SNS本身当做一个纯技术手段进行盈利的经营思路,而是以SNS这个新颖的互联网技术作为支撑,实现依靠内容、广告客户和网站注册用户三者的互动。更多还原

【Abstract】 SNS is an interactive Internet-based communication technology, the way to a new technology which means the spread of infiltration to the network, greatly changed the way people access to information, changed the way people carry out exchanges, Internet to disseminate information to the media, entertainment, and interpersonal relationships among the integration. Happy network and all networks with representatives of the SNS for the network model has infiltrated every Internet user’s daily life, learning and entertainment. At the same time, SNS was exhibited by these strengths and its unique adhesive also brings to the business of branding a broad market opportunity. But in the meantime, happy net SNS site specific operations are facing the way in product placement, audience Shenmeipilao registered user to reduce specific problems such as this with the SNS in the happy use of web sites such as the way, also implanted with the site itself, the way the content, this is a serious problem.This is to SNS brand marketing applications for basic research perspective, networks and internal networks through the happy typical cases, combined with new media to introduce the basic theoretical knowledge of SNS in the current environment, combined with brand marketing status of The successful experiences and shortcomings. This research indicates that the current development of the SNS’s brand marketing is not enough, basically in the advertising label pasted the stage, this use of the entertainment features in the SNS and interpersonal function as the basic premise, using the general advertising "combined" approach , that is, network or entertainment oriented, advertising is only Zuo Wei Qi label exist, I believe that such an approach can bring Shijue pollution, pure entertainment and Interpersonal Communication Function will have Shenmeipilao long time, the lack of discussion and deeper and a more cooperative way of new content-based brand development patterns play an inevitable trend. By combining network and other related cases happy, analysis of the current virtual social networking platform SNS brand when making gaps and deficiencies, and the author’s vision of home network for example wheat, discusses the possibility of improvement. This study further pointed out that, SNS as an effective way to network interaction, increased audience participation and interactivity, the audience played the role of cohesion, but only popular SNS in the pool of the most elementary functions, SNS site The current operator is limited to this bottleneck constraints, an increase of Internet users using the Web site of resistance factors and we can not effectively achieve site content, web advertisers and web site interaction among users, this site should abandon SNS the SNS itself as a purely technical means for profitable business ideas, but to SNS this new Internet technology as a support to achieve depend on the content, advertisers and web sites, interacted with registered users..更多还原