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近年来,以微博为代表的社会化媒体的兴起和发展,不仅影响着消费者的触媒习惯,也改变了营销环境。就在各大品牌企业纷纷试水,进驻社会化媒体平台,各大品牌代理机构纷纷建立相关分支代理部门之际,耐克公司又一次带头吃起了螃蟹:耐克公司收回了外包给AKQA、W+K、Mindshare与R/GA等代理商的社会化营销业务,并将线上社区业务全权交给位于波特兰的社会化媒体营销团队负责,正式宣布自营社会化营销。社会化营销价值得到认可。多年来,耐克一直致力于其数字营销的能力,并表示对于自己的业务策略来说,数字渠道的价值大于传统广告。
In recent years, the rise and development of social media represented by Weibo has not only influenced the catalyst habits of consumers, but also changed the marketing environment. In the major brands have to test the water, stationed in the social media platform, the major brand agencies have set up branches related to the occasion of the agency, Nike once again take the lead in eating crabs: Nike retracted the outsourcing to AKQA, W + K, Mindshare and R / GA, etc., and handed over the online community business exclusively to the social media marketing team based in Portland, officially announcing self-operated social marketing. Social marketing value recognized. Over the years, Nike has been committed to its digital marketing capabilities, and said that for their business strategy, the value of digital channels than traditional advertising.