社交化电子商务营销策略分析【摘要】在过去几年中，随着网络零售商的老龄化，社交媒体成为市场营销中最常用的方法与平台。通过推广社交媒体，公司的形象和产品宣传得到加强，不断产生经济效益。社交媒体是和用户交流感受，日常生活和观点的平台。如果企业缺乏社交媒体营销的实战经验，对其特征不熟悉，只能通过不断尝试来沉淀的话，这个过程的成本是非常高的。针对此现状，研究社交化电子商务的营销策略是非常有必要的。本文通过观察法与内容分析法的方式以抖音 app 为对象进行分析研究，探讨社交化电子商务有哪些营销策略，并分析这些营销策略存在的问题，最后提出建议。【关键词】电子商务；营销策略；社交媒体Marketing strategy analysis of social e-commerce[Abstract]Over the past few years, as online retailers have aged, social media has become the most common method and platform for marketing. Through the promotion of social media, the company's image and product publicity is strengthened. Social media is a platform to communicate with users about their feelings, daily life and opinions. If an enterprise lacks practical experience in social media marketing, is not familiar with its characteristics, and can only settle through continuous attempts, the cost of this process is very high.In view of this situation, it is necessary to study the marketing strategy of social e-commerce. This paper takes douyin app as the object of analysis and research by means of observation and content analysis, discusses the marketing strategies of social e-commerce, analyzes the problems existing in these marketing strategies, and finally puts forward Suggestions.[Keywords] E-commerce Marketing planning Social media目 录1 绪论.................................................................................................71.1 研究背景...........................................................................................................71.2 研究目的和意义..........................
