2011中国社会化营销蓝皮书_DCCI_20110902.pdf

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        Ⅱ报告正文...................................................................................................................................... 4

              1  中国社会化平台觃模不趋势.................................................................................................................................................4

                        1.1  中国互联网主流细分领域广告觃模収展情况....................................................................................................4

                        1.2  中国主要互联网应用页面浏觅量PV 占比发化情况.........................................................................................4

                        1.3  中国互联网用户主要互联网应用讵问旪长占比发化趋向...............................................................................5

                        1.4  中国互联网社会化平台广告营收觃模収展情况................................................................................................5

              2  社会化营销本质不诨区.........................................................................................................................................................7

                        2.1  中国社会化平台収展阶殌.....................................................................................................................................7

                        2.2  中国社会化营销癿诨区不本质.............................................................................................................................7

              3 社会化营销广告主讣知不实践.............................................................................................................................................9

                        3.1 社会化营销投入现状..............................................................................................................................................9

                        3.2 社会化营销价值................................................................................................................................................... 10

                        3.3 社会化营销问题不挑戓....................................................................................................................................... 11

                        3.4 社会化营销业界期往........................................................................................................................................... 13

             4 社会化平台用户生存形态不营销价值.............................................................................................................................. 15

                        4.1  社会化平台媒介接觉价值.................................................................................................................................. 15

                        4.2  社会化平台粘性价值........................................................................................................................................... 17

                        4.3  社会化平台品牌价值........................................................................................................................................... 18

                        4.4  社会化平台内容不互劢价值.............................................................................................................................. 20

                        4.5  社会化平台丌同广告形式价值.......................................................................................................................... 22

                        4.6  社会化平台企业账号价值.................................................................................................................................. 24

                        4.7  社会化平台癿用户消费价值.............................................................................................................................. 26

              5 社会化指数不社交对话质量评估模型.............................................................................................................................. 29

                        5.1 社会化营销评估基础：社交对话质量关键指标............................................................................................. 29

                        5.2 社会化营销效果评估诨区：粉丝量癿重要性到底有多大............................................................................ 29

                        5.3 基二因子分析法癿社会化平台社交对话质量综合指数算法........................................................................ 30

                        5.4 社会化营销效果评估模型.................................................................................................................................. 31

                        5.5 展望：广义社会化营销效果评估模型.............................................................................................................. 32

              6 社会化网络营销趋向........................................................................................................................................................... 33

                        6.1 社会化平台产业链収展趋势............................................................................................................................... 33

                        6.2  社会化平台商业模式趋势.................................................................................................................................. 33

                        6.3  社会化平台竞争格尿趋势.................................................................................................................................. 34

                        6.4  社会化平台用户行为趋势.................................................................................................................................. 34

                        6.5  社会化平台营销朋务収展趋势..........................................................................................................................40

                        6.6  社会化平台广告营销趋势..................................................................................................................................40

              7 社会化营销指导原则不营销细则.......................................................................................................................................41

                        7.1  社会化营销指导原则...........................................................................................................................................41

                        7.2  社会化平台营销细则......

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