伴随着社会经济的持续发展和消费的不断升级，传统的营销模式已经不能满足消 费者日新月异的消费需求。与此同时，互联网高速发展，正是在这样的背景下，电商 新品牌如雨后春笋崛起，势如破竹，这也给相关企业的发展带来了重大影响。新一轮 的营销革命正悄然拉开序幕，其影响力也在强势扩张。与传统营销相比，社会化营销 有着无法比拟的传播效果和优越性，在企业营销的地位日益重要。对于相关企业而言， 适应时代的变迁，转变营销方式是大势所趋。本文以电商新品牌“乐纯”为例，基于 SICAS 模型和口碑营销，着重分析与研究“乐纯”的社会化营销策略。 本文第一章是绪论部分，涵盖了选题的研究背景、研究目的与意义、研究内容与 方法、文献综述在内的相关内容。本文第二章，简述了社会化营销的概念与特点，着 重介绍从 AIDAM 模型到 AISAS 模型再到 SICAS 模型的演变与发展，以及口碑营销的概 念和作用。第三章介绍了电商新品牌的产生背景与核心特点，对其进行了 PEST 分析。 第四章从“乐纯”的发展历程出发，运用 SICAS 模型和口碑营销对“乐纯”的社会化 营销策略进行了分析，分析了其如何从用户感知阶段出发，逐步引起客户兴趣的产生 以及互动，从而建立连接与沟通，从而做出行动，最后达到分享的社会化营销过程。 本文第五章，对“乐纯”社会化营销的成功经验进行总结和归纳，从社会化营销和企 业运营层面得出相关启示。最后一章为文章的结论与展望。 关键词：社会化营销；“乐纯”；SICAS 模型基于 SICAS 模型的“乐纯”社会化营销策略研究 ABSTRACT With the sustained and rapid development of economic and social progress, people consumption level rise rapidly, the traditional marketing model has been unable to meet consumers' ever-changing consumption needs. At the same time, the rapid development of the Internet, in sych a background ,the rise og new-ecommerce brands mushroomed,has brought a significant impact on the development of relevant enterprises. A new round of marketing grass life is quietly opened, its influence is also strong expansion. Compared with traditional marketing, social marketing has incomparable communication effect and superiority, and plays an increasingly important role in enterprise marketing. For the relevant enterprises, adapt to the changes of The Times, change the way of marketing is the general trend. Therefore, this paper “lepur”,a new e-commerce brand, as an example, and analyzes and studies the social marketing strategy of “lepur” brand based on SICAS model and The first chapter of this paper is the introduction that covers the research background, research purpose and significance, research content and methods, literature review and so on. The second chapter of this paper describes the concept and characteristics of social marketing, focusing on the evolution and development of AIDAM,AISAS and SICAS theoretical models, as well as the concept and function word-of-mouth marketing. The third chapter of this paper introduces the background and core characteristics of the emergence of new e-commerce brands, and analyzes PEST. The fourth chapter, starting from the development background of "lepur" brand, using the SICAS model and word of mouth marketing of social marketing strategy of the "lepur" brand were analyzed emphatically, pointed out that new brand electrical contractor shall comply with the consumer behavior model, starting from the attention and interest, consumers search and consumer behavior, finally through the interactive share a complete full circulation of the consumer. Meanwhile, the guarantee mechanism of "lepur" brand socialization marketing is analyzed from multiple dimensions. The fifth chapter of this paper summarizes and summarizes the improvement direction and existing enlightenment of the socialized marketing of "lepur" brand. At present, the overall socialized marketing of new e-commerce brands is still in the development stage, and compared with other industries, there are still many deficiencies and limitations. This paper hopes to provide some reference value for the socialized marketing of other new e-commerce brands through summary and analysis. The last chapter is the conclusion and prospect. KEYWORDS: Social marketing；"lepur"； SICAS model基于 SICAS 模型的“乐纯”社会化营销策略研究 目录 第一章 绪论.......................................................................................................1 第一节 研究背景..........................................................................................................1 第二节 研究目的与意义..............................................................................................2 一、研究目的........................................................................................................2 二、研究意义........................................................................................................2 第三节 文献综述..........................................................................................................3 一、社会化媒体与网络媒体、传统媒体............................................................3 二、社会化媒体的作用与意义............................................................................4 三、社会化媒体营销的影响................................................................................5 四、文献评述........................................................................................................5 第四节 研究内容与方法..............................................................................................5 一、研究内容........................................................................................................5 二、研究方法........................................................................................................6 第二章 社会化营销相关基本概念和理论基础..............................................6 第一节 社会化营销概述..............................................................................................6 一、社会化营销的概念........................................................................................6 二、社会化营销的特点........................................................................................7 第二节 社会化营销的 SICAS 模型..............................................................................7 一、传统 AIDAM 模型的提出................................................................................7 二、从 AIDMA 模型到 AISAS 模型........................................................................8 三、SICAS 模型理论的出现.................................................................................8 第三节 口碑营销..........................................................................................................9 一、口碑营销的概念..........................................................................................10 二、口碑营销的作用..........................................................................................10 第三章 电商新品牌的崛起............................................................................10 第一节 电商新品牌介绍............................................................................................10 一、电商新品牌..................................................................................................10 二、电商新品牌的产生背景..............................................................................10 第二节 移动互联网时代对传统营销模式的挑战....................................................12 一、营销理念的差异..........................................................................................12 二、营销模式的差异..........................................................................................13 三、营销媒体的不同..........................................................................................13基于 SICAS 模型的“乐纯”社会化营销策略研究 第四章 “乐纯”社会化营销策略分析........................................................13 第一节 “乐纯”的背景介绍....................................................................................13 一、“乐纯”的简介..........................................................................................13 二、“乐纯”