新媒体时代基于网络社交的关系营销策略分析-以微信和Facebook为例_英语论文                  

On the Strategies of Relationship Marketing in the Era of New Media—Comparisons between WeChat and Facebook 

摘要

在过去这几十年里，世界经济形势大幅改善，经济一体化进程加速推进。在此背景下，大量企业纷纷将目光与精力更多地投向如何利用新媒体来推广企业营销战略、处理与维系客户关系这一重要目标上来。近年来，社交网络的发展势如破竹，基于网络社交的营销方式—新型关系营销也应运而生。这种新型的关系营销实际上就是新媒体时代的一大特色产物。目前，由互联网产生的新型的通讯及通信方式虽然在一定程度上威胁到了企业长期以来的商业模式和企业战略，但是通过一些新的适应性战略也可以为企业的长期发展提供充分大量的发展机会。另外，当代网络以及信息技术的迅速提高促成了新型关系营销的方式转变和发展，也使得这一发展在市场需求的产生到实现过程中成为了现实。从另一方面来说，信息技术的飞速发展也引发了信息世界的“爆炸”，加快了专业媒体的发展进程，从而在一定程度上削弱了单一媒体在企业营销中的作用。

本文通过比较国内社交软件巨头之一微信与风靡全球的社交软件Facebook，从分析网络社交及其特征入手，指出网络社交平台对新时期企业关系营销战略实施的影响，并提出在新媒体时代企业应如何运用新型的关系营销策略，从而为企业有效地运用社交网络工具来成功开展关系营销提供一定的借鉴。

关键词：关系营销，新媒体，网络社交，微信，Facebook 

Abstract

In the past decades, enterprises have had to pay increasing attention and to give more thought to the crucial issue that how to deal with their customers as they live in a world with far more improved as well as integrated economy, which has facilitated a new-type relationship marketing——a product of the era of new media. Recent years have witnessed the rise of new media channels such as WeChat, popular in China and Facebook which is widely used globally. New types of communication now available through the Internet threaten long established business models and corporate strategies to some extent, but also provide ample opportunities for growth through new adaptive strategies (Thorsten, 2008). Moreover, modern information technology impels the formation and growth of the new relationship marketing and also makes the implementation of it from demand to necessity possible. The rapid development of technology, on the other hand, has given rise to an explosion of information, speeding up the professional media and accordingly weakening those mono-media to some extent. Since the 21st century, the new modes of transmission online social media have furnished firms who live in this ever-changing cyber age with a unique pathway greatly distinguished from the traditional media into managing their relationship marketing.

This thesis, by comparing the two popular social software——WeChat and Facebook home and abroad respectively, mainly discusses the definition and major characteristics of online social networking, points out its influences on companies’ conducting relationship marketing, and proposes the strategies which are supposed to be adopted by the enterprises in the new media time so as to help them carry out relationship marketing more effectively in their sales.

Key words: relationship marketing, new media, online social networking, WeChat, Facebook

Contents

Chapter 1 Introduction 3

Chapter 2 Online Social Networking and Its Features 4

2.1 Definition of Online Social Networking 4

2.2 Characteristics of New Media 4

2.3 Role of Social Media in Marketing 5

2.3.1 Understanding the Relevance of Social Media in Marketing 5

2.3.2 Role of Social Media in Marketing 6

Chapter 3 Relationship Marketing Based on Social Networking 7

3.1 Definition of Relationship Marketing 7

3.2 Value of Social Networking (for RM) 8

3.3 The Influence of Social Networking on Relationship Marketing 8

3.3.1 Change of Attention 8

3.3.2 Change of Target 9

3.3.3 Change of the Business Role 9

Chapter 4 Marketing in WeChat and Facebook 10

4.1 Facebook Marketing 10

4.1.1 Brief introduction to Facebook Marketing 10

4.1.2 Ways to Use Facebook for Relationship Marketing 10

4.2 WeChat Marketing 11

4.2.1 Definition of WeChat Marketing 11

4.2.2 Major Characteristics of WeChat Marketing 12

4.2.3 Key to WeChat Marketing 13

4.3 Comparisons of WeChat and Facebook Marketing 14

4.3.1 Comparisons 14

4.3.2 Significance of Research on the Two Cases 14

Chapter 5 Suggestions for Conducting Relationship Marketing in New Media Age 16

Chapter 6 Conclusion 20

Acknowledgments 21

References 22