论文总字数：19399字

摘 要

随着互联网的普及和用户规模的不断壮大，以互动式营销为核心的社交网络营销在多种社交平台中快速发展。由此引出本文选题，对基于社交网络的互动式营销策略进行探究。

本文首先探讨分析了社交网络互动式营销的研究背景和国内外研究现状，其次通过问卷调研研究分析了社交网络用户的行为特点，基于对社交网络平台功能及特点的研究基础上，结合社交网络用户的调研分析,研究探讨出提升用户体验，促进口碑传播、选拔培养意见领袖，引导大众消费、创意营销、倾听消费者心声，洞察用户需求这四个营销策略。并结合雀巢“笨NANA”的互动式口碑营销、茵曼充满创意的云端发布会营销、“ALS冰桶挑战”的互动式营销案例对探讨得出的策略进行应用分析。最后本文得出了以下结论，即随着互联网技术的革新和移动互联的不断发展，未来的社交网络互动式营销的应用范围会更加广泛，形式也会更加丰富，用户体验也将得到不断的提升。

关键词：社交网络 互动式营销 用户互动 营销策略

Interactive Marketing Strategy Based on Social Network

ABSTRACT

With the popularity of the Internet user base has grown, with interactive marketing as the core of the rapid development of social network marketing in a variety of social networking platforms. This leads to the topic of this article, based on an interactive social network marketing strategy to explore.

     This paper analyzes the background to explore domestic and international research status of research and interactive marketing, social networking, followed by a questionnaire survey research and analysis of the behavior characteristics of social network users, based on research-based social networking platform functions and features, combined with the social network users research and analysis, to enhance the study was to explore the human experience, word of mouth, selection and training of opinion leaders, and guide public consumption, creative marketing, listen to the voices of consumers, insight into the needs of users of these four marketing strategies. Combined with Nestle "stupid NANA" interactive word of mouth marketing, Yan Man creative cloud conference marketing analysis "ALS ice bucket challenge" of interactive marketing case come to discuss strategies for application analysis.Finally, this paper draws the following conclusion, namely with the continuous development of Internet technology innovation and mobile Internet, the application range of the social network of the future interactive marketing will more extensive form will be more abundant, user experience will also be promoted.

Keywords: Social Networks ;Interactive Marketing; User Interactive ;Marketing Strategy

目录

摘要 I

ABSTRACT II

第一章 绪论 1

1.1 研究背景 3

1.2 研究目的与意义 3

1.3 国内外研究的现状 4

1.3.1国外研究现状 4

1.3.2国内研究现状 4

1.4 研究思路与方法 5

1.4.1技术路线 5

1.4.2研究方法 6

第二章 社交网络与互动式营销的理论基础与现状分析 7

2.1 社交网络与互动式营销的理论基础 7

2.2 基于社交网络的互动式营销发展现状 7

2.2.1社交网络营销的发展现状 7

2.2.2社交网络互动式营销的特点 8

2.2.3社交网络互动式营销存在的挑战 10

第三章 利用社交网络开展互动式营销成功的关键因素 11

3.1社交网络的用户行为调研与分析 11

3.1.1问卷设计和调研 11

3.1.2问卷的统计和分析 11

3.2基于调研分析开展互动式营销的关键因素 15

3.2.1用户体验和口碑 15

3.2.2意见领袖的引导 15

3.2.3优秀的创意 16

3.2.4是否满足消费者心声和需求 16

第四章 基于社交网络开展互动式营销策略 18

4.1提升用户体验，促进口碑传播 18

4.2选拔培养意见领袖，引导大众消费 18

4.3创意营销 19

4.4倾听消费者心声，洞察用户需求 20

第五章 案例应用分析 21

5.1雀巢“笨NANA”的口碑营销 21

5.1.1案例简介 21

5.1.2案例分析 21

5.2茵曼云端发布会的创意营销 22

5.2.1案例简介 22

5.2.2案例分析 22

5.3“ALS冰桶挑战”的互动营销 22

5.3.1案例简介 22

5.3.2案例分析 23

结论与展望 24

参考文献 25

致谢 27

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