摘要
随着社交媒体的广泛普及和影响力的不断攀升,从事B2B营销的企业亟待了解如何通过有效的社交媒体营销战略获取长久的竞争优势和实现价值最大化。B2B情境中的社交媒体营销战略问题也越来越受到学者们的关注,但目前该领域的研究呈现较为分散的状态,缺乏对相关文献全面系统的梳理和归纳。通过对209篇中英文文献的回顾和解析,采用社交媒体使用的“前因—战略—结果”综述框架,剖析了B2B情境中社交媒体营销战略的研究现状。基于现有研究不足,未来研究应进一步探究企业营销目标与相关主体动机的协同作用、C端社交媒体用户的动机,重点关注社交销售战略、思想领导力营销战略、影响者营销战略和社交媒体组合战略,以及企业边界人员使用个人社交媒体对企业层面的影响和社交媒体营销战略的“阴暗面”等问题,以推动B2B情境中社交媒体营销战略研究的理论构建与深化。
With the escalating popularity and influence of social media,B2B marketing agencies are compelled to understand how to attain enduring competitive advantages and maximize value through effective social media marketing strategies.The issue of social media marketing strategies in the B2B context has garnered increasing scholarly attention;however,the existing research in this field remains fragmented,lacking a comprehensive and systematic review and synthesis of pertinent literature.By reviewing and analyzing 209 Chinese and English papers,and adopting an“antecedents-strategies-outcomes”framework for social media usage,this study analyzes the research status of social media marketing strategies in the B2B context.Given the gaps in existing research,future studies should further investigate the synergy between corporate marketing objectives and the motivations of stakeholders,as well as the motivations of C-end social media users,and focus on social selling,thought leadership marketing,influencer marketing,and social media mix strategies.Additionally,it is crucial to investigate the impact of boundary personnel utilizing personal social media platforms at the corporate level and explore the potential drawbacks associated with social media marketing strategies to advance the theoretical construction and deepening of research on social media marketing strategies in the B2B context.
作者
张闯
郭乐
ZHANG Chuang;GUO Le(School of Economics and Management,Dalian University of Technology,Dalian,Liaoning 116024,China;School of Business Administration,Dongbei University of Finance and Economics,Dalian,Liaoning 116025,China)
出处
《北京工商大学学报（社会科学版）》
CSSCI
北大核心
2024年第4期1-15,共15页
JOURNAL OF BEIJING TECHNOLOGY AND BUSINESS UNIVERSITY:SOCIAL SCIENCES
基金
国家社会科学基金重大项目“‘双循环’新格局下现代流通体系创新及高质量发展路径研究”(21&ZD120)
国家自然科学基金项目“营销渠道中的企业揭发行为:概念化、驱动因素及其作用机制与结果”(72172026)
中央高校基本科研业务费资助项目“B2B平台生态系统中的多重信任及其对平台绩效的影响研究”[DUT23RC(3)034]。
关键词
B2B营销
社交媒体
社交媒体互动
社交媒体营销
营销战略
B2B marketing
social media
social media interaction
social media marketing
marketing strategy
