课题名称：基于社会化媒体营销的品牌营销研究--以杜蕾斯为例课题名称（英文）：Basedonthesocialmediamarketingbrandmarketingresearch-durex,forexample目录Basedonthesocialmediamarketingbrandmarketingresearch.....................................................3一、概念..........................................................................................................................................3(一）社会化媒体的概念.........................................................................................................3(二）品牌营销的概念.............................................................................................................4（三）基于社会化媒体品牌营销的意义....................................................................................4二、社会化媒体营销.......................................................................................................................4(一）社会化媒体营销的主要模式.........................................................................................41.微博营销.......................................................................................................................42.微信营销.......................................................................................................................53.论坛营销.......................................................................................................................5(二）社会化媒体营销的运用情况.........................................................................................5（三）基于社会化媒体品牌营销目前的状况............................................................................6三、杜蕾斯品牌营销分析...............................................................................................................6(一）品牌介绍.........................................................................................................................6（二）杜蕾斯社会化媒体平台运用分析....................................................................................7（1）杜蕾斯新浪微博.....................................................................................................7（2）杜蕾斯知乎.............................................................................................................9（3）杜蕾斯微信公众号.................................................................................................9（三）结合杜蕾斯社会化媒体运用的品牌营销分析.........................................................10（1）杜蕾斯粉丝的年龄分布、性别分布、区域分布...............................................10（2）杜蕾斯粉丝在各个社会化媒体中对其品牌营销的影响...................................10（3）社会化媒体下杜蕾斯品牌营销的成效...............................................................12四、社会化媒体下品牌营销策略建议.........................................................................................12五、总结........................................................................................................................................13参考文献........................................................................................................................................14致谢辞....................................................................................................................
