摘要随着电子商务的迅猛发展，传统广告或是网络媒体广告，不光在营销效果上面没有显著提升，对于传统的广告宣传大多消费者是持抵触消极态度的，信息超载与实际不符，也降低了消费者对于这种营销模式的信任，并且广告费用也在逐年增加，严重影响了传播的效果，因此社会化导购网站迅速的发展起来，充分的运用了口碑营销，不再是依赖于硬性广告的营销手段，让用户成为主体，更精准有效的为用户解决问题提供方便，也增添了一批忠实的用户，庞大的用户基础也导致涌现出了许许多多的导购网站，这也为社会化导购网站的发展奠定了有力的基础。

本文通过查阅中外文献，研究社会化导购网站信息传播的相关理论，并提出社会化导购网站信息传播的要素，选取了蘑菇街“每天至少爱一次”整合营销传播案例，美丽说微信营销案例，堆糖网的图片社交案例，垂直导购网站礼物说四个典型案例，进行社会化导购网站信息传播研究分析，通过案例对比，总结社会化导购网站信息传播的相关要素，并作出进一步的验证，对现如今的导购网站提出优化建议。88530

Abstract：With the rapid development of e-commerce, the traditional advertising or network media advertising, there is no significant improvements in the marketing effect, not only for traditional advertising, most consumers are resisting the negative attitude of information overload and reality, and also reduce the trust of the consumers for this kind of marketing mode, and advertising costs are also increasing year by year, the serious influence the effect of the transmission, therefore, guide social site for rapid development, fully use of the word of mouth marketing, marketing is no longer dependent on the mandatory advertising, let users to become the main body, more accurate and effective to solve the problem for the user to provide convenient, also added a group of loyal users, large user base has also led to guide emerged many sites, this guide for social website development laid a strong foundation。

Through inspection and foreign literature, this paper study guide social website for information dissemination of relevant theories, and put forward the guide social site for the elements of information dissemination, selected the mushroom street "love at least once a day" integrated marketing communications, said beautiful WeChat marketing case, pile of sugar net social case images, guide vertical website for gift said four typical cases, guide social website for information dissemination research analysis, through the comparison and case summary guide social website for information dissemination of relevant factors, and to make further verification, guide for today's web site optimization Suggestions。

毕业论文关键词：社会化导购网站；信息产生；信息传播要素；源Y于Y优E尔Y论L文W网wwW.yOueRw.com 原文+QQ752018.766

    Keyword: Social shopping guide website；Information generation；Information dissemination elements

目录

引言 4

1 文献综述 4

1。1关于社会化电子商务的研究 4

1。2关于社会化导购网站的研究 5

1。3研究中存在的问题 5

2 社会化导购网站信息传播概述 5

2。1社会化电子商务概述 5

2。2社会化导购电商的概述 6

3。1社会化导购网站特点 6

3。1。1从用户的角度出发