社交网络背景下企业与消费者对话策略分析

摘要

社交网络成为人们在互联网以及真实世界共同的生存环境，对企业的经营管理产生了至关重要的影响。企业需要掌握社交网络的脉络，找到对自身品牌具有影响力的社交网络平台，制定行之有效的对话策略，借助社交网络与消费者进行持续的对话，才能充分利用社交媒体所带来的机会，建立自身独特的竞争优势。%Social network becomes a common living environment of the internet and the real world. It has made some significant impacts on the management of the company. Companies need to grasp the context of the social network, and find the influential social networking platform to match their own brands, develop effective dialogue strategies, implement ongoing dialogue with consumers by social network, so that companies can take full advantage of the opportunities brought about by the social media, and establish their own unique competitive advantages.