摘 要随着 web2.0 技术的进展，以及人们生活节奏的加快，社会化媒体在人们的日常生活中扮演着越来越重要的角色，社会化媒体营销也广泛的被企业运用于市场营销之中。本文介绍了社会化媒体的概念及特征，初步总结了社会化媒体与传统媒体的区别。本文通过整理、分析现有文献进一步介绍了社会化媒体营销的概念，分析了社会化媒体营销与传统媒体营销间的联系与区别以及社会化媒体对市场营销的影响。在这些基础上，本文通过对相关理论著作的学习讨论以及对专业调查报告的数据分析，站在企业的角度就如何用社会化媒体进行市场营销提出了一些简单的策略，并给出了一些以获得成功的营销模式以供初涉社会化媒体的企业参考。关键词：社会化媒体；社会化媒体营销；web2.0；市场营销策略ABSTRACTWith the development of web2.0 technology, as well as the rhythm of life of the people you speed up, social media plays an increasingly important role in people's daily life, social media marketing is also widely used in marketing.This paper introduces the concept and characteristics of the social media, the preliminary summary of the difference between social media and traditional media and analyzes the significance of social media marketing.Collate, analyze the existing literature introduced the concept of social media marketing, and contact with the difference between social media marketing and traditional media marketing and social media to marketing.With these foundations, by learning the relevant theoretical writings as well as professional survey report data analysis, standing in the business perspective kicked out of some simple strategies for how to use social media marketing, and gives some empty started his enterprise social media reference to the success of the marketing model.Keywords：Social media; social media marketing; web2.0; marketing strategy目 录第一章 绪论……………………………………………………………11.1 背景及意义………………………………………………………………...
