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【速搜问答】社群营销是什么

问答 admin 2个月前 (08-04) 43次浏览 已收录 0个评论

汉英对照:
Chinese-English Translation:

社群营销是在网络社区营销及社会化媒体营销基础上发展起来的用户连接及交流更为紧密的网络营销方式。网络社群营销的方式,主要通过连接、沟通等方式实现用户价值,营销方式人性化,不仅受用户欢迎,还可能成为继续传播者。

Community marketing is a kind of network marketing which is developed on the basis of network community marketing and social media marketing. The way of network community marketing mainly realizes the user value through connection and communication. The marketing method is humanized, which is not only popular with users, but also may become a continuous disseminator.

社群营销就是在互联网数字化社群的社会环境下,充分运用互联网工具,利用群体失智、情绪化的特点,激发社群所蕴藏的巨大能量,达到营销的目的。社群营销的核心是“人”,辅助因素是产品与服务。目的在于通过赋予品牌人格化的特征,努力在品牌和消费者之间形成感情,让消费者保持对品牌的情怀,即情感依恋,从而积极热情、不计报酬地宣扬自己偏爱的品牌,甚至直接销售产品。

In the social environment of Internet digital community, community marketing is to make full use of Internet tools, make use of the characteristics of group dementia and Emotionalization to stimulate the huge energy contained in the community to achieve the purpose of marketing. The core of community marketing is “people”, and the auxiliary factors are products and services. The purpose is to create feelings between the brand and consumers by giving the brand personality characteristics, so that consumers can maintain their feelings for the brand, that is, emotional attachment, so as to actively and enthusiastically publicize their preferred brands, and even sell products directly.

社群营销在今后不仅仅是一种营销思路,更应该纳入企业的商业模式中来。它需要我们打破很多传统的思维方式和解决问题的方法,在互联网社会里,它是企业生存、发展、竞争必不可少的策略与战略。

In the future, community marketing is not only a marketing idea, but also a business model of an enterprise. It needs us to break many traditional ways of thinking and problem-solving methods. In the Internet society, it is an indispensable strategy and strategy for the survival, development and competition of enterprises.

社群营销是在网络社区营销及社会化媒体营销基础上发展起来的用户连接及交流更为紧密的网络营销方式。网络社群营销的方式,主要通过连接、沟通等方式实现用户价值,营销方式人性化,不仅受用户欢迎,还可能成为继续传播者。

Community marketing is a kind of network marketing which is developed on the basis of network community marketing and social media marketing. It is not only the main way for users to communicate, but also to realize the value through the network.

产生背景

Background

网络社群的概念是由于 WEB2.0 的发展以及社交网络的应用才逐步流行起来的。从 SNS 发展的时间上推测,网络社群的概念大约出现在 2006 年前后,社群经济、分享经济等概念也是在同样的背景下逐渐被认识的,可见社群是以社交化为基础。

The concept of network community is gradually popular due to the development of Web2.0 and the application of social network. From the time of SNS development, the concept of online community appeared around 2006, and the concepts of social economy and sharing economy were gradually recognized under the same background. It can be seen that community is based on socialization.

开展条件

Development conditions

建立和运营网络社群的条件包括:人力和资金、内容和服务、时间和耐心、产品及营销模式等。其运营模式和流程,与一般的 SNS 营销并无原则性差别,但对沟通和服务方面有更高的要求,而不是简单的通过社交网络实现“内容营销”。

The conditions for the establishment and operation of network community include: manpower and capital, content and service, time and patience, product and marketing mode, etc. There is no principle difference between its operation mode and general SNS marketing, but it has higher requirements on communication and service, rather than simply realizing “content marketing” through social network.


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