摘要
在网络营销朝着移动化与社交化大步迈进的今天,如何充分使用网络营销工具开展网络营销活动是小微企业在初期关注的重点.本文以大川乒乓作为小微企业初期的代表,以其2016年真实的运营数据为支撑,从流量、粉丝量、收益、成本、投入回报率这几个量化指标对比了微信公众号、今日头条、优酷、搜狐公众平台、一点资讯这些当前主流的网络营销工具,得出各个营销工具的差异性,并提出发展建议.研究结果弥补了学术领域在网络营销工具选择方面研究的缺乏,并具有一定普适性,对小微企业初期营销工具的选择具有重要的参考意义.
Today,in the process of network marketing being mobile and social,how to use network marketing tools to carry out network marketing activities is the focus of small and micro businesses concerned in initial period.This article takes Dachuan Pingpang as representation of small and micro businesses,basing on the real operational data of Dachuan Pingpang in 2016,comparing of the current mainstream network marketing tool We Chat public platform,Headline,Youku,Sohu public platform,and Particle News the quantitative indicators from of traffic,fans,revenue, costs, and return on investment, getting the difference of various marketing tools, offering development proposals. The paper makes up the lack of research in the field of tools-choosing method on the network marketing and has certain universality. Research results has important reference to small and micro businesses for choosing network marketing tools in initial period.
作者
孟川
张朔
Meng Chuan Zhang Shuo(School of Management Science and Industrial Engineering,Shandong Normal University,250014, Jinan, China)
出处
《山东师范大学学报（自然科学版）》
CAS
2017年第3期40-47,共8页
Journal of Shandong Normal University(Natural Science)
基金
基金项目:山东特色"互联网+"农业科技综合服务模式研究(2016RZB01029)
关键词
小微企业
网络营销工具
营销对比
大川乒乓
small and micro businesses
Network marketing tools
marketing contrast
Dachuan pingpang
