战略管理B2B企业品牌的新媒体传播策略研究

战略管理B2B企业品牌的新媒体

传播策略研究

B2B企业品牌的新媒体传播策略研究——以SND公司为例

摘要

中国的新媒体己经呈现了爆发式的增长，各种类型的新媒体都得到了充足的发展空间。新媒体作为一个主要的传播媒介，已经得到了越来越多人的认可。新媒体作为一个不能够被忽视的平台，其商业价值正在被深入挖掘，越来越多的企业开始使用新媒体进行品牌推广和营销活动。在这种背景下，传统行业尤其是B2B类型的企业，也需要开始思考如何利用新媒体进行品牌形象的提升，乃至是进行营销活动。本文对新媒体平台之上的品牌推广进行了分析，将新媒体的品牌推广方式和传统行业的推广手段和方法进行了对比，从两者的核心本质出发，探讨了如何利用新媒体为B2B企业进行品牌推广和形象提升。本文将SND公司作为分析对象，在电子商务高速发展的背景下，分析SND公司在新媒体传播应用上的不足，并与思科公司进行对比，找出两个企业间的差距，并在参照思科公司的基础上制定符合SND公司品牌发展的新媒体传播策略。并提出相应的完善策略，希望能够对SND公司的新媒体品牌推广起到一定的帮助,也希望能够对其他B2B企业产生一些积极的影响和作用。

全文共分为五个部门，第一部分是绪论，阐明文章的研究背景、研究意义，以及国内外研究现状，然后对SND公司进行介绍，在对相关理论基础、研究内容、研究方法、研究思路以及创新点进行介绍，为整篇论文的撰写奠定基础；第二部分是SND公司与思科公司的新媒体传播方式的对比，在对SND公司营销手段以及行业分析的基础上，与思科公司进行对比，找出SND公司在新媒体传播方面存在的问题；第四部分制定SND公司的品牌建设策略，从品牌规划、品牌执行、品牌跟踪管理三个方面对其进行完善，；第五部门是结论与建议，对整篇文章进行总结，同时提出自己的不足，希望有更多的学者参与到相关研究上来。

关键词：B2B企业；思科公司；SND公司；品牌；新媒体

Abstract

China's new media has been showing explosive growth, all kinds of new media have got plenty of space for development. As a major media, the new media has been recognized by more and more people. As a platform that can not be ignored, the new media is being deeply excavated, more and more enterprises begin to use new media to carry out brand promotion and marketing activities. In this context, the traditional industries, especially the B2B type of enterprise, also need to start thinking about how to use the new media to enhance the brand image, and even marketing activities. This paper analyzes the brand promotion on the new media platform, and compares the new media brand promotion methods and traditional industries, and discusses how to use new media to promote the brand promotion and image enhancement of B2B enterprise. In this paper, SND company as an analysis object, in the context of the rapid development of e-commerce, analyze SND company in the new media communication applications, and compared with CISCO company to find out the gap between the two companies, and in the light of the development of new media communication strategy based on the SND company's brand development. And put forward the corresponding improvement strategy, hoping to SND company's new media brand promotion to play a certain help, also hope to have some positive impact and effect on other B2B companies.

The full text is divided into five divisions, the first part is the introduction, clarify the research background, research significance of the article, and the research status at home and abroad, and introduces the SND company, in the related theoretical basis, research contents, research methods, research ideas and innovations introduced, lay a foundation for the whole of the authors of the paper; The second part is the SND company with cisco's new media communication way of contrast, in the marketing for SND company and