把握不同的社交关系强度在社交媒体营销中的作用,成为企业在市场竞争中能否具有优势的一大重要因素。然而目前大部分的研究都忽略了社交媒体中一个重要因素——社交关系强度,因此本文从社交关系的角度出发,构建了一个社交关系强度在社交媒体营销中的作用机理的研究模型,分析社交媒体中用户的社交关系强度能否影响到用户与企业最终的交易情况,最后并对企业如何应用社交媒体这一新工具进行媒体营销提供具体可行的建议。 Grasp the role of different social relations in social media marketing has become a major factor in the market competition can have an advantage. However, at present, most of the studies neglect the social relationship strength, which is an important factor in social media. Therefore, from the perspective of social relations, this paper builds a research model of the social mechanism of social interaction in social media marketing, Whether the strength of the social relations of users in the media can affect the final transaction between the users and the enterprises, and finally provide practical advice on how to apply the new tool of social media to the media marketing.