摘  要：互联网技术不断推动世界媒体界的发展与变革，如早期传统的一对多传播方式媒介三巨头：电视、报纸、广播已然满足不了消费者对信息化世界的需求。由于异军突起的手机移动客户端，社会化媒体如雨后春笋般拔地而起，使消费者接收到的信息方式途径更为多元化。近几年由于以淘宝、京东、苏宁为代表的网络营销的快速发展，网购已经逐渐进入到消费者的认知世界。企业面对这样的网络市场和消费者群体，便将注意力投向社会化媒体，通过网络媒体全方位与网民进行对话，从而改变了传统企业与消费者之间零沟通的状态。

本文从社会化媒体与营销这两个基础性概念为出发点，通过对现有的数据分析法与查询文献分析法，对社会化媒体的概念进行简明扼要的阐述，对社会化媒体营销市场产生的价值影响进行了深度剖析，并站在企业市场营销从业者的角度与立场上，对现有的文献书籍和营销数据进行了分析梳理。以营销策略创新为基础，对社会化媒体的营销策略进行了深度剖析。

关键词：社会化媒体；社会化媒体营销；创新策略

ABSTRACT：With the ever-changing Internet technology and the development of Internet applications, such as the early tradition of one-to-many transmission media three giants: television, newspapers, radio already can not meet the consumer demand for information world. With the rapid development of mobile clients, microblogging, WeChat APP, the emergence of social media mushroomed, so that consumers receive a more persified way of information. online shopping has become a consumer's way of life. Enterprises to face such a network of market and consumer groups, they will focus on social media, through the Internet media and Internet users all-round dialogue, thus changing the traditional business and consumer communication between the state.

This paper takes the two basic concepts of social media and marketing as the starting point, through the existing data analysis and query literature analysis, conscientiously integrate the concept of social media and study its development trend, the social media marketing market The value of the impact of the depth of the analysis, and standing on the perspective of corporate marketing practitioners and positions, through the analysis of social media marketing strategy and thinking, and the existing literature and marketing data were analyzed and sorted out. Standing on the marketing strategy innovation point of view, the social media marketing strategy for an innovative analysis.

Key words: social media; social media marketing; innovation strategy

目    录

第一章  绪论1

 1.1研究的背景1

 1.2研究的意义1

 1.3国内外现状1

第二章  社会化媒体营销的概念阐述2

 2.1社会化媒体的概念和特征2

     2.1.1社会化媒体的概念2

     2.1.2社会化媒体的分类2

     2.1.3社会化媒体的特征3

 2.2社会化媒体营销的概述3

     2.2.1社会化媒体营销的运作方式3

     2.2.2社会化媒体营销的产生原因4

第三章  社会化媒体营销的价值分析5

 3.1社会化媒体的自身价值5

     3.1.1可以有丰富的网络资源展示更多的产品信息5

     3.1.2营销活动的扩散更加快速和便捷5

     3.1.3社会化媒体的特性带来品牌与消费者的互动5

 3.2社会化媒体营销对消费者的影响6

     3.2.1消费者购买前行为的影响6

      3.2.2消费者购买决策的影响6

      3.2.3消费者购买后行为的影响6

 3.3社会化媒体营销对企业的价值6