从蒙牛2018世界杯营销看社会化媒体背景下借势营销的应变之道  

Response Way of Marketing under the Background of Social Media in the case of Meng Niu 2018 World Cup Marketing

作　　者：陈丽[1] CHEN Li(Concord University College, Fujian Normal University, Fuzhou 350108, China)

机构地区：[1]福建师范大学协和学院,福建福州350108

出　　处：《洛阳师范学院学报》2018年第11期40-44,共5页Journal of Luoyang Normal University

摘　　要：随着社会化媒体兴起,借势营销迎来前所未有发展机遇的同时,也逐渐暴露出一些问题,尤其是面对更为多变、不确定的事件发展走向,企业的引导和应变能力备受考验.在这样的背景下,以蒙牛2018世界杯借势营销为例,分析社会化媒体背景下借势营销随机应变的必然性,并总结出四大应变思路,助益企业最大限度地控制社会化媒体背景下借势营销的风险.With the rise of social media,and the development opportunities brought by marketing is unprecedented,and its drawbacks are also gradually exposed,especially in the face of more volatile and uncertain events.The enterprise’s ability in guidance and resilience has been tested.In this context,the marketing strategy of MengNiu2018World Cup is taken as the research object to analyze the inevitability of the random response in the context of social media,and sums up four ways to help enterprises to control the risk of marketing by means of social media to the greatest extent.

关 键 词：蒙牛 世界杯 借势营销 应变 

分 类 号：F274[经济管理—企业管理]