论文在分析传统营销失效的原因及社会化媒体特点的基础上,提出社会化媒体营销让营销回归与消费者对话的内在本质。从构建网络化生态组织模型、全触点沟通体系、社会化品牌协同机制、基于SCRM的精准营销四方面,探讨社会化媒体营销体系框架,旨在厘清社会化媒体环境下企业营销理念与核心任务。 Based on the analysis of the causes of the failure of traditional marketing and the features of social media, the thesis puts forward the inherent essence of marketing socialization and consumer dialogue through social media marketing. This paper discusses the framework of social media marketing system from the aspects of constructing networked ecological organization model, all-contact communication system, social brand coordination mechanism and precise marketing based on SCRM. It aims to clarify the concept of corporate marketing and core tasks in social media environment .