社会化媒体背景下的企业微营销研究

社会化媒体的兴起满足了人们整合碎片时间的需求,同时也进一步导致了碎片化生活方式的出现.在社会化媒体背景之下,消费者特征有了新的变化：更注重互动和参与,注意力被分散以及购买更加理性.传统营销模式已式微,微营销应运而生.通过探讨社会化媒体背景下的消费者新特征,引出微营销的定义及特点,以帮助企业更有效的实施微营销.

The Research on Enterprises＇ Micromarketing under Social Media Background

The rise of social media meets people＇ s need for the integration of fragments of time, and in the mean time, leads to the emergence of fragmented lifestyle one step further. Under the background of social media, new changes have emerged in consumers＇ characteristics： Interaction and participation are more em- phasized, attention has been dispersed and purchase is more rational. Traditional marketing model has faded away as micromarketing arises at the historic moment. By probing into the new characteristics of consumers under social media background, this paper draws forth the definition and features of micromarketing in hope to help enterprises to implement micromarketing more effectively.