基于社会化媒体土特产品营销模式的探析

【作者】 周燕；

【导师】 王全胜；

【作者基本信息】 南京大学 ， 工商管理（MBA）（专业学位）， 2015， 硕士

【摘要】 互联网强劲的发展,现已经迈入社会化网络时代。随着社会化媒体的迅猛发展,社会化媒体营销已经成为很多企业开展网络营销的重要营销策略。传统的营销方式已经无法满足消费者多方位的需求,新的一轮社会化营销革命正在爆发,其强势的影响力日渐扩张。像土特产这样的传统企业,他们往往习惯了延续传统的经营模式,并且销售模式也要简单很多,大部分只会注重维护本地客户资源,而忽略了外围世界更大的市场。由于土特产市场产品同质化严重,经营复制性强,本地与本地特产之间、本地与外地特产之间的市场竞争压力也在日益增大,传统的营销手段已无法满足消费者的个性需求。为了适应激烈的市场竞争,制定可持续发展的营销战略已经成为每个土特产经营者的必然选择。土特产品这种兼具地方特色又包装精美的产品,也纷纷在寻找新的销售模式,搭上了网络营销的快车,并显现出越走越旺的销售态势。土特产推行网络营销,不仅可以突破其地域性限制,还能拓展外部市场,提高效益。本文是以一家新兴土特产公司(ZJX)为例,对目前该公司销售现状进行分析和研究,借助现代企业网络营销案例的成功经验和社会化媒体做营销的新方式,分析该公司开展社会化媒体营销的可行性和面临的机遇和挑战,寻找出一种适合该公司长远发展的营销模式,并且设计出营销战略的具体实施方案。本文共分为六个部分,第一部分是绪论,简要介绍选题的背景和意义以及论文的研究思路和方法;第二部分是文献综述,主要介绍与本文有关联的营销模式、社会化媒体营销等相关理论;第三部分介绍三个社会化媒体营销成功的案例,并总结借鉴其成功的经验;第四部分介绍ZJX公司营销现状以及设计出新的社会化媒体营销运营模式;第五部分介绍该公司为实现社会化媒体营销策略所制订的具体实施方案;第六部分就前面五个部分的总结和思考。ZJX 土特产公司的社会化媒体营销研究,在国内中小型土特产企业中具有普遍的代表性,对类似企业也具有一定的借鉴意义。更多还原

【Abstract】 Along with the development of internet,we are coming into a social network time and more and more enterprises are choosing social media as a major promotion measures.In the meanwhile,traditional promotion measures are being substituted by socialized promotion revolution which is on the edge of boost.For example,enterprises of local specialty industry have been adapted to traditional business model with simple selling ways.These kinds of enterprises focus on maintaining local customers while ignoring bigger outside market.Since local specialties are getting more and more like commodities,the competence is becoming even sharp,the result is that traditional promotion measures cannot match personalized requirements of customers.In order to survive in the fierce competing,a lot of local specialty enterprises are choosing network as their critical sales places which have generated good results.With the help of network,local specialties will be sell to anywhere in the planet.This paper took a start-up local specialty company as an example,made an analysis of its ongoing sales and studied the possibility to launch network promotion as well as opportunities and challenges by contemporary network promotion cases and successful experiences.The target of this paper is to find a network promotion measure and tangible guidelines to propel long term business development.There are totally 6 parts in this paper.The first part is background introduction which gave a short description of the background information,the train of thinking and the way of study.The second part quoted some books which introduced related theories,experiences,strategy of network promotions,socialized media promotion theories.The third part stated three successful cases of socialized media promotions and made a summary of those experiences.The forth part introduced ZJX company’ s ongoing status and drew a new socialized media promotion&operation model.The fifth part narrated substantial schemes to materialize socialized media promotion.The sixth part summarized the contents mentioned above and considered all points thoroughly.ZJX company is a typical Middle and small scale company in China,therefore,the study on its socialized media promotion can be used for reference.更多还原