社会化媒体的形成与发展,改变了传统的沟通模式,给营销理念和营销实践带来了
变革。虽然社会化媒体在传播信息、营销层面的作用已受到广泛的重视,但目前国内缺
乏关于企业在社会化媒体发展背景下的营销模式研究,导致经营者缺少理论指导,无法
系统的开展社会化营销。
鉴于此,本文以社会化媒体为平台,以优衣库的社会化营销为研究对象,以社会化
媒体为理论基础,结合社会化营销环境现状,通过分析优衣库社会化典型营销案例,并
进行营销效果问卷调查,探讨优衣库的社会化营销模式。
研究发现,优衣库的社会化营销模式是“建立公共主页+投放社会化广告+新鲜事实
现口碑传播”,核心在于建立体验营销和关系营销。最后根据案例和调査问卷,总结出
优衣库使用社会化媒体进行营销的优势,为其他企业营销提供借鉴。
关键词:社会化媒体;优衣库;社会化营销模式
Abstract
With the high-speed development of Internet, not merely the way and the efficiency of
people getting information are changing,but also consume manner transforms a lot. They
create, transmit, read and consume the content through weibo, SNS,blog and video. The birth
and widespread of all these social mediums facilitate and enrich people&39;s work, life and
entertainment in a great extent, also act as a revolution to the marketing manner of enterprise.
The formation and growth of the social media become a new marketing pattern with cital
strategy meaning, especially in changing the traditional communication manner and reform
the whole marketing idea and practice. However, although the value of broadcasting
information and marketing within the social media has been vast practitioners and scholars,
the research on the marketing model in the background of social media is still rare and this
situation directly resulted in the operators cannot make effective running tactic to influence
consumer behavior as lack of theoretical guidance.
Thinking of the above, this paper takes the social media as research platform, make
UNIQLO&39;s social marketing be research target, let social media be theoretical basis,
combining social marketing environment, analyze UNIQLO&39;s typical social marketing cases,
and conduct questionnaire survey on social media&39;s effect, discuss UNIQLO&39;s social
marketing model.
The paper shows that UNIQLO&39;s typical social marketing model is “establish public
page on the platform of social media + public socialized advertisement + launch new topics to
achieve broadcasting”,the core is funding experience marketing and relation marketing. In
the end, the paper gives out the advantages of UNIQLO&39;s social marketing according to the
typical cases and questionnaire, provide examples for other companies.
Keywords: social media; UNIQLO; social marketing model
目录
第1章绪论1
1.1研究背景1
1.2研究目的和意义2
1.3研究内容2
1.4 技术路线3
1.5本章小结4
第2章文献综述2.1相关理论综述5
2.2社会化媒体市场消费者行为分析2.3社会化媒体下的创新营销2.4社会化媒体下营销渠道的选择2.5本章小结14
第3章社会化媒体发展下的企业营销环境分析3.1企业宏观营销环境分析3.1.1政治环境15
3.1.2经济环境15
3.1.3社会环境15
3.1. 4 技术环境16
3.2企业微观营销环境分析3.2.1消费者17
3.2.2 企业18
3.3社会化营销的发展趋势3.3. 1整合式社会化营销3.3.2情报监控工具涌现3.4 本唸小结20
第4章优衣库品牌的营销分析
21
4.1优衣库背景介绍
21
4.1.1优衣库品牌介绍
21
4.1.2优衣库发展历程
21
4.2优衣库社会化营销模式
22
4.2.1体验营销22
4.2.2关系营销22
4. 3优衣砟的社会化营销典型案例分析
24
4. 3. 1 UKJQL0CK咅乐舞蹈时钟活动
24
4. 3. 2 ll&39;CKY LINE在线排队活动
24
4. 3. 3 UMQL00KS 照片集活动
25
第IV页
华东理工大学硕t:学位论文
4.3.4社会化营销案例分析
25
4.4 本章小结26
第5章优衣库营销策略效果研究
28
5.1优衣库社会化营销效果调研
28
5.1.1调研目的28
5.1.2 问卷设计28
5.1.1研究步骤28
5.2调研数据分析28
5.2. 1 描述性分析28
5. 2.2相关性分析30
5.3研究结论:优衣库社会化营销效果讨论
32
5.4优衣库的营销模式对其他企业的借鉴
33
5.4. 1传统营销模式在社会化媒体发展背景下的不适应性
33
5.4.2优衣库营销模式的借鉴
33
5.5 木培小纟&35
第6草总结36
6.1木义研究结论36
6. 2木研究不足之处
37
6. 3未来研究建议37
参考文献38
附录40
刚件优衣库社会化营销效果调杏问卷
40
It M42
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