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社会化媒体营销-以人人网和脸书为例

作　者: 阿洛德卡恩（ARODH LAL KARN）
导　师: 史剑新
学　校: 哈尔滨工业大学
专　业: 企业管理
关键词: Face-book marketing Face-book pages Renren pages Social media marketing Online retailers ecommerce marketing internet marketing Relationship marketing Integratedmarketing communication Return on investment social media Electronic trust
分类号: F274
类　型: 硕士论文
年　份: 2013年
下　载: 120次
引　用: 0次
阅　读: 论文下载

内容摘要

Background: Internet and social networks have evolved to become a natural part of people s life andinnumerous hours are spent every day interacting through these platforms. This evolution hasresulted in higher expectations on fast and efficient communication with retailer’s customers.Today’s customers are well informed and have instant access to information about retailers and theirproducts. Businesses have realized the potential for utilizing social media in terms of creating brandrecognition, generating revenue, gaining feedback and insight from customers and improving thecustomer relationship. Social media is no longer just an option for enterprises that wants to stayahead in today s business environment, it is necessary.Purpose: The purpose of this study is to identify key concepts for how eCommerce retailers utilizeRenren and Face-book page marketing in order to acquire and sustain customer relationships. Theauthors will further declare the level of ambition among the eCommerce retailers with Renren andFace-book page marketing.Method: The method used for this thesis is of qualitative and both inductive and deductive character.The explanatory approach has been used in order to provide an understanding of how eCommerceretailers utilize Renren and Facebook page marketing for customer relationship building. Primarydata has been collected through semi-structured interview with eCommerce retailers in China.Secondary data was obtained primary through literature and searches in Journals and Library ofHarbin Institute of Technology. Selection of respondents has been made by research about industriespresence in social media.Theoretical Framework: This study is based on theories within social media marketing, relationshipmarketing and communication. The theoretical framework is of both fundamental and detailedcharacter in order to give the reader a better understanding for the topic and is further the foundationfor our interview questions.Conclusion: Among the retailers that participated in our study, the positive aspects of Renren andFacebook page marketing have far outweighed the negative; however, we have identified differencesin the level of ambitions among our respondents. When weighting the evidence we can interpret thatexisting routines for publications among the respondents are undeveloped and undefined. We could further determine that our respondents are using Renren and Facebook more as a traditional one-waymarketing channel with promotion of products rather than enhancing the possibilities for dialoguebetween the organization and their group of interest. Last, it prevail doubt over the value of spendingmoney and time on Facebook page marketing, even though all of the respondents indicated willincrease their budget for marketing in this medium.

全文目录

ABSTRACT  4-8
1 Introduction  8-24
  1.1 Literature Review  8-15
    1.1.1 Traditional Marketing  10-12
    1.1.2 Social Media Marketing  12
    1.1.3 Social Media Marketing Mix  12-13
    1.1.4 Why Social Media Marketing  13
    1.1.5 Experts Saying on Social Media  13-15
  1.2 Purpose  15-16
  1.3 Research questions  16
  1.4 Limitation and Assumption  16
  1.5 Social Networks  16-24
    1.5.1 Opportunities on Renren for Online market  18-19
    1.5.2 Features on Renren.com Marketing and Promotion  19-21
    1.5.3 What's Face book?  21
    1.5.4 Face book Brand page by User Base  21-24
2 Theoretical Frameworks  24-35
  2.1 Marketing Strategy  24-25
  2.2 Relationship Marketing  25-26
  2.3 Integrated Marketing Communication  26-27
  2.4 Face-book Marketing  27-32
  2.5 Trusts on Internet  32-33
  2.6 Risks with Social Media  33-34
  2.7 Summary of Theoretical Framework  34-35
3 Research Method  35-43
  3.1 Research Strategies  35-36
  3.2 Research Approach  36
  3.3 Choice of Research Method  36-38
  3.4 Data Collection  38-42
    3.4.1 Primary Data Collection  38-41
    3.4.2 Secondary Data Collection  41-42
  3.5 Trustworthiness: Validity and Reliability  42-43
4 Results and Discussion  43-54
  4.1 Business Environment Introduction  44-45
  4.2 Purpose of Face-book usage  45-46
  4.3 Marketing  46-49
  4.4 Publishing Approach  49-51
  4.5 Objectives  51-52
  4.6 Experience  52-53
  4.7 Social Media Marketing vs. Traditional Marketing  53-54
5 Conclusions  54-57
6 List of references  57-60
7 Appendixes  60-65
  7.1 Interview questions in English  60-61
  7.2 Additional Figures  61-65

社会化媒体营销-以人人网和脸书为例

内容摘要

全文目录

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