社会化媒体营销以人人网和脸书为例

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1、管理硕士学位论文SocialMediaMarketing:EvidencesfromRenrenandFacebook社会化媒体营销：以人人网和脸书为例ARODHLALKARN阿洛德卡恩哈尔滨工业大学2013年6月国内图书分类号：F713.365.2学校代码：10213国际图书分类号：658密级：公开管理硕士学位论文社会化媒体营销：以人人网和脸书为例硕士研究生：阿洛德卡恩导师：史剑新申请学位：管理硕士学科：企业管理所在单位：经济与管理学院答辩日期：2013年6月授予学位单位：哈尔滨工业大学Dissertat

2、ionfortheMasterDegreeinManagementSocialMediaMarketing:EvidencesfromRenrenandFace-bookCandidate：ArodhLalKarnSupervisor：ShiJianxinAcademicDegreeAppliedfor:MasterofManagementSpecialty：BusinessManagementAffiliation：SchoolofManagementDateofDefense：June2013Degre

3、e-Conferring-Institution：HarbinInstituteofTechnologyDissertationforMasterDegreeinManagement,HITABSTRACTBackground:Internetandsocialnetworkshaveevolvedtobecomeanaturalpartofpeople‗slifeandinnumeroushoursarespenteverydayinteractingthroughtheseplatforms.Thise

4、volutionhasresultedinhigherexpectationsonfastandefficientcommunicationwithretailer‘scustomers.Today‘scustomersarewellinformedandhaveinstantaccesstoinformationaboutretailersandtheirproducts.Businesseshaverealizedthepotentialforutilizingsocialmediaintermsofc

5、reatingbrandrecognition,generatingrevenue,gainingfeedbackandinsightfromcustomersandimprovingthecustomerrelationship.Socialmediaisnolongerjustanoptionforenterprisesthatwantstostayaheadintoday‗sbusinessenvironment,itisnecessary.Purpose:Thepurposeofthisstudyi

6、stoidentifykeyconceptsforhoweCommerceretailersutilizeRenrenandFace-bookpagemarketinginordertoacquireandsustaincustomerrelationships.TheauthorswillfurtherdeclarethelevelofambitionamongtheeCommerceretailerswithRenrenandFace-bookpagemarketing.Method:Themethod

7、usedforthisthesisisofqualitativeandbothinductiveanddeductivecharacter.TheexplanatoryapproachhasbeenusedinordertoprovideanunderstandingofhoweCommerceretailersutilizeRenrenandFacebookpagemarketingforcustomerrelationshipbuilding.Primarydatahasbeencollectedthr

8、oughsemi-structuredinterviewwitheCommerceretailersinChina.SecondarydatawasobtainedprimarythroughliteratureandsearchesinJournalsandLibraryofHarbinInstituteofTechnology.Selectionofrespondentshasbeenmadebyresear