摘要随意互联网的普及，电子商务的发展，基于社会化媒体的网络口碑营销模式逐渐走进广大消费者的生活，并逐渐的成为一种生活方式影响着消费者的消费习惯。开放的社交坏境，数量众多的用户群体，都推动了基于社会化媒体的网络口碑营销的发展，也成为现代营销的重要手段之一。但是在社会化媒体日益发达的大环境下，网络口碑营销也面临着种种困难，例如影响力不够大等，因此研究基于社会化媒体的网络口碑营销具有重要的意义。48467

  本文首先通过文献研究，指出了国内外社会化媒体营销的相关理论和现状。进一步明确了本文的研究方向和目标。对比传统口碑营销和基于社会化媒体的网络口碑营销，总结出基于社会化媒体的网络口碑营销的优势和劣势。其次通过两个案例分析得出基于社会化媒体的网络口碑营销取得的成就和面临着何种挑战。总结出如何通过社会化媒体进行网络口碑营销，针对案例提出策略，分析出如何发扬优势，克服劣势。

Abstract：With the popularity of the Internet, the development of e-commerce, word of mouth marketing model based on social media network gradually walking into the life of the broad masses of customers, and gradually become a way of life affect consumer spending habits. Open social environment, the number of user groups, have promoted the development of word of mouth marketing based on social media network, has become one of the important means of modern marketing. But under the circumstances of social media is increasingly developed, the network word of mouth marketing is faced with difficulties, such as impact is not big enough, so the Internet word of mouth marketing based on social media has the vital significance.

Through the literature research, this article first points out the related theory and the status quo of social media marketing at home and abroad. Further defined the direction and goal of this study. Secondly through the case analysis based on the social media network word of mouth marketing achievements and facing challenges. Summarized based on the social media network advantages and disadvantages of word of mouth marketing, analyze how to carry forward the advantage, overcome the disadvantage.

毕业论文关键词：网络营销; 社会化媒体; 口碑营销

Keyword：network marketing; Social media; word of mouth marketing

  目    录

1.引言 4

1.1研究背景及意义 4

1.2研究内容 4

1.3本文创新点 4

2.文献综述 5

2.1 模式相关研究 5

2.1.1国外相关研究 5

2.1.2 国内相关研究 5

2.2网络口碑营销的相关研究 5

2.3研究中存在的问题 6

3．口碑营销与其他营销存在的差异 6

3.1传统口碑营销的传播途径 6

3.2与其他营销方式相比，口碑营销具有的优势 7

3.3 局限性 7

4. 基于社会化媒体的网络口碑营销的特点分析 7

4.1基于社会化媒体网络口碑营销的优势 7

4.2基于社会化媒体网络口碑营销的劣势 8

5实例研究——以“西游记之大圣归来”为例