基于社群的目标集聚营销战略研究

摘要在传统的商业竞争中技术革命不断发生和市场的快速细分推动了目标集聚战略的提出，这一战略发挥的重要作用和起到的巨大成效在各个行业都有目共睹。现如今目标集聚战略在互联网时代已经有了新的令人兴奋的发展。本文将视角放在基于社群的目标集聚战略新发展上，通过大量搜集相关文献和案例，探究和总结当下以及过去互联网企业在在线品牌社群的基础上运用的相关战术，并提出基于社群的目标集聚战略的运作模型。目标集聚战略在在线品牌社群的具体实施战术多种多样，其核心体现在“聚”字上，即企业需要控制那些使得在线品牌社群成员能够“聚”在一起的各种因素，同时结合传统目标集聚营销战略的核心展开经营活动，最终达到提高消费者对品牌的认知度，加深品牌认同度和忠诚度的目的。43647

毕业论文关键词社群目标集聚战略凝聚力营销

毕业论文外文摘要

Title Community-based Focus Strategy Of Marketing

Abstract

Technological revolution continue to occur in the traditional business competition and market segments took place more rapidly also promoted the focus strategy of marketing, this strategy playde an important role and had a great performance in all sectors as we know. Now we have a new and exciting development of the focus strategy of marketing in the Internet era.In this paper, based on the perspective of the new development on the focus strategy, through a large collection of literature and classic stories, explore and summarize the tactics that has been used at the past and current Internet companies in online brand community, and made a focus strategy operating model on the base of community. The tactics are varied that of the implementation in online brand community of the focus strategy, the core of them embodied in the word of "Gather",so companies need to control the online brand community members to "gather" together the various factors that, combined traditional core objective gathering strategy to expand marketing activities, and ultimately affect the consumer brand cognition, enhance brand recognition and loyalty.

Keywords Community Focus Strategy Cohesion marketing

1 绪论 1

1.1 研究背景 1

1.1.1 目标集聚战略的传统应用背景 1

1.1.2 互联网经济背景下的资源争夺竞赛 1

1.1.3 在线品牌社群在互联网时代的产生 2

1.2 研究意义 2

1.2.1 理论意义 2

1.2.2 实践意义 2

1.3 研究目的 2

2 理论综述与文献回顾 4

2.1 互联网经济相关文献回顾 4

2.1.1 “互联网+”与交换经济的关系 4

2.1.2 “互联网+”主要是互联网上的交换经济 4

2.1.3 “互联网+”的三大支柱 4

2.1.4 “互联网+”与互联网金融 5

2.2 社群相关理论回顾 5

2.2.1 社群用户的圈层分析相关文献回顾基于社群的目标集聚营销战略研究:http://www.751com.cn/guanli/lunwen_44577.html