社会化媒体营销研究述评

被引：70

作者：

邓乔茜

王丞

周志民

机构：

[1] 深圳大学管理学院

来源：

外国经济与管理 | 2015年 / 37卷 / 01期

关键词：

社会化媒体; 社会化媒体营销; 社交网络; 网络营销; 营销创新;

D O I：

10.16538/j.cnki.fem.2015.01.001

中图分类号：

G206-F [];

学科分类号：

摘要：

在移动互联时代,越来越多的企业运用社会化媒体开展营销,而国内学术界在该领域的研究才刚刚起步。有鉴于此,本文对国外相关文献进行了梳理,介绍了社会化媒体营销的概念和类型,辨析了社会化媒体营销与传统营销的区别,探讨了社会化媒体营销对企业资产的积极效应,归纳了社会化媒体营销的策略要点,并在此基础上指出了未来的研究方向。

引用

页码：32 / 42

页数：11

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