社交网络(Social Networking Service,SNS)实质是人际关系网络,它拥有大量高素质和高消费需求的用户,形成巨大的市场空间,吸引了众多品牌的加入。社交网络的人际关系和互动特性,使得基于社交网络的互动式营销必将成为未来营销实践发展的重要领域之一。笔者从自身工作实践经验出发,结合当前社交网络发展的现状,在对经典营销案例分析的基础上进行探讨。本文分为两部分,首先对基于社交网络的互动式营销概念的分析,总结其特点;其次归纳出实施基于社交网络的互动式营销的六个关键成功因素,并逐一对其进行分析。 Social Networking Service (SNS) is essentially a network of interpersonal networks. It has a large number of users with high-quality and high-consumption needs, and has formed a huge market space and attracted many brands. The social network’s interpersonal and interactive features make it possible for interactive marketing based on social networks to become one of the important areas for future marketing practice. Based on the practical experience of my own work, the author discusses the current situation of social network development based on the analysis of the classic marketing case. This article is divided into two parts. Firstly, the author analyzes the characteristics of interactive marketing based on social networks and then summarizes its characteristics. Secondly, it concludes six key success factors of implementing interactive marketing based on social networks and analyzes them one by one.