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 Withthesustainedandrapiddevelopmentofeconomicandsocialprogress,people consumptionlevelriserapidly,thetraditionalmarketingmodelhasbeenunabletomeet consumers'ever-changingconsumptionneeds.Atthesametime,therapiddevelopmentof theInternet,insychabackground,theriseognew-ecommercebrandsmushroomed,has broughtasignificantimpactonthedevelopmentofrelevantenterprises.Anewroundof marketinggrasslifeisquietlyopened,itsinfluenceisalsostrongexpansionpared withtraditionalmarketing,socialmarketinghasincomparablecommunicationeffectand superiority,andplaysanincreasinglyimportantroleinenterprisemarketing.Forthe relevantenterprises,adapttothechangesofTheTimes,changethewayofmarketingisthe generaltrend. Therefore,thispaper“lepur”,anewe-commercebrand,asanexample,andanalyzes andstudiesthesocialmarketingstrategyof“lepur”brandbasedonSICASmodelandThe firstchapterofthispaperistheintroductionthatcoverstheresearchbackground,research purposeandsignificance,researchcontentandmethods,literaturereviewandsoon.The secondchapterofthispaperdescribestheconceptandcharacteristicsofsocialmarketing, focusingontheevolutionanddevelopmentofAIDAM,AISASandSICAStheoretical models,aswellastheconceptandfunctionword-of-mouthmarketing.Thethirdchapterof thispaperintroducesthebackgroundandcorecharacteristicsoftheemergenceofnew e-commercebrands,andanalyzesPEST.Thefourthchapter,startingfromthedevelopment backgroundof"lepur"brand,usingtheSICASmodelandwordofmouthmarketingof socialmarketingstrategyofthe"lepur"brandwereanalyzedemphatically,pointedoutthat newbrandelectricalcontractorshallcomplywiththeconsumerbehaviormodel,starting fromtheattentionandinterest,consumerssearchandconsumerbehavior,finallythrough theinteractiveshareacompletefullcirculationoftheconsumer.Meanwhile,theguarantee mechanismof"lepur"brandsocializationmarketingisanalyzedfrommultipledimensions. Thefifthchapterofthispapersummarizesandsummarizestheimprovementdirectionand existingenlightenmentofthesocializedmarketingof"lepur"brand.Atpresent,theoverall socializedmarketingofnewe-commercebrandsisstillinthedevelopmentstage,and comparedwithotherindustries,therearestillmanydeficienciesandlimitations.Thispaper hopestoprovidesomereferencevalueforthesocializedmarketingofothernew e-commercebrandsthroughsummaryandanalysis.Thelastchapteristheconclusionand prospect. KEYWORDS:Socialmarketing；"lepur"；SICASmodel 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”的发展历程..................................................................................14 第二节“乐纯”社会化营销策略分析....................................................................16 一、用户感知阶段..............................................................................................16 二、兴趣产生与互动阶段...................................................................