传统媒体社交网站营销效果实证研究——以“人人网”为例

 传统媒体社交网站营销效果实证研究——
 以“人人网”为例
 中文摘要
 中国网民已突破4．5 亿关口，规模居全球首位，其中社交网站用户规模达到2．1
亿，SNS 网站成为近几年发展速度最快、最受关注的网站类型。开心网、人人网
等SNS 网站聚集了数以亿计的用户，覆盖了最有消费能力的人群。2008 年末，
开心网的实践拉开了中国 SNS 社交网站植入式广告的序幕，从此互联网行业开
始了对这种新型网络广告的探索。新媒体时代传统媒体的发展面临新的考验，媒
介融合成为传统媒体“再度出发”的起点，也成为学界研究的热点。
 本研究以社会关注度和使用度较高的“人人网”为研究平台，以“人人网”中的传
统媒体为研究对象，通过实证分析的研究方法对传统媒体的营销方式加以研究，
希望促进传统媒体在社交网站上的应用开发，最终提出建立根植于社交网站的媒
体营销新构想，同时

 【关键词】传统媒体；社交网站；人人网；SNS；社交网站；植入式广告；广
告策略
 Chinese netizens which is the world’S largest scale have breakthrough 450 million，
including the world’S largest Social Network Sites(SNS)users of 2．1 billion．SNS
hasbecome the quickest and most popular web site type in recent years．Happy net,
Everyone net etc SNS gathered hundreds of millions of USelfS)coverd most
consumingcapacity crowd．Late 2008，Happy net practice started the implantable
advertising ofChinese SNS，since then the Internet industry began to explore the new
Interactadvertising．
 In this study, the degree of social awareness and the use of a higher "all
network" as the research platform to "all network" in the traditional
media for the study, to study ways of marketing through traditional media research
methods of empirical analysis, Desiring to promote the development of traditional
media applications on social networking sites, and ultimately proposed the
establishment rooted in the social media marketing websites new ideas, but also
academia and industry for the first time this paper, a new social media site is the
starting point for the study of traditional media marketing effectiveness conducted
empirical research.
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 Keywords：SNS；Traditional media; social networking sites; Renren;implantable
advertising；Advertising strategy
 ．n．
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 Abstract??????????????????????????????????????????．II
 一、绪论??????????????????????????????1
 1、研究背景与目的????????????????????????1
 2、研究现状与文献综述??????????????????????2
 （1）、国内外研究现状????????????????????????．2
 （2）、文献来源????????????????????????????．4