社交媒体营销传播的要素构成及其宏观框架构建研究  

Research on the Elements of Social Media Marketing Communication and Its Macro Framework Construction

作　　者：刘思彤[1,2] LIU Sitong

机构地区：[1]桂林航天工业学院 [2]南京大学新闻传播学院

出　　处：《传媒经济与管理研究》2021年第3期153-169,共17页Media Economics and Management Research

基　　金：教育部人文社会科学研究青年基金项目“大数据时代网络谣言的受众传播研究”(18YJC860021)。

摘　　要：随着社交媒体时代的到来,社交媒体营销传播逐渐成为商业活动的重要组成部分。当前关于社交媒体营销传播的研究多侧重于对营销过程中某一行为或具体问题的研究,缺少从战略层面出发的宏观指导。本文通过文献梳理及访谈调查,丰富和完善了社交媒体营销传播的概念,从战略层面对社交媒体营销传播的有关要素进行系统整合,构建出一套适用于各企业社交媒体营销传播实践的宏观框架,可有效帮助企业达成营销传播的目标。With the advent of the social media era,social media marketing communication has gradually become an important part of business activities.At present,the research on social media marketing communication mostly focuses on a certain behavior or specific problem in the marketing process,and lacks macro guidance from the strategic level.Through literature review and interview investigation,this paper enriches and perfects the concept of social media marketing communication,systematically integrates the relevant elements of social media marketing communication from the strategic level,and constructs a set of macro framework applicable for the practice of social media marketing communication in various enterprises,which can effectively help enterprises achieve the goal of marketing communication.

关 键 词：社交媒体 营销传播 营销框架 

分 类 号：F27[经济管理—企业管理]