社交媒体在中国出口销售中的应用（Social media Use in Chinese Export sales）

作者简介

周吉红（1983.10—）湖北钟祥人，毕业于泰国国立发展管理学院，博士学位，任教于荆楚理工学院，讲师，主要承担《外贸单证实务（英）》、《学术写作与研究方法》、《国际贸易实务》、《国际商务谈判》等多门课程的课堂理论教学和实践实训指导工作。发表北大核心期刊论文4篇，在SSCI期刊Journal of Business Research 、Social Psychology of Education、Asia Pacific Journal of Education发表论文共3篇，主编教材《外贸单证实务教程》、《国际贸易单证实务教程》共2部。国际期刊Social Psychology of Education, Asia Pacific Management Review审稿人。主持湖北省哲学社科基金一般项目1项、荆门市教育科学“十三五”规划课题1项、校级重点教研项目2项、 校级科研项目2项、横向项目《外贸单证实务操作平台设计》2项。参与教育部高等教育教研改革项目1项、湖北省教育厅人文社科项目1项、省级教育科学规划课题1项和校级教研项目2项。指导大学生创新创业项目1项，指导学生发表论文1篇。

内容简介

\"With the development of web2.0 technology, social media has become a mainstream communication tool in the world (Dolan et al., 2017; Nelson-Field & Taylor, 2012). More than 2/3 of the world’s Internet population visits social media sites, spending nearly 10 percent of that time in virtual communities (Moore et al., 2015). At present, miscellaneous social media applications are available for users, e.g. Facebook, Instagram, Twitter, Weblog, Flickr, YouTube, LinkedIn, QQ, Line, etc. (Kaplan & Haenlein, 2010). Among them, Facebook enjoys the highest popularity in the world and has 2.27 billion active users as of January 2019, followed by YouTube with 1.90 billion active users and WhatsApp with 1.50 billion active users (Statista, 2019). Figure 1.1 presents the most famous social media worldwide ranked by the number of active users as of January 2019 (Statista, 2019). It is interesting to note that WeChat, the most popular social media in China, ranks fifth by the number of active users in the world. However, it ranks first based on the number of monthly active users by country. According to WeChat (2019), the number of monthly WeChat active users (1.08 billion) is more than four times the number of Facebook monthly active users in India (0.26 billion), the country which has the largest Facebook monthly active users worldwide (Statista, 2019a ). Moreover, Statista (2019b) indicated that while the number of monthly active social media users worldwide is expected to reach about 3.02 billion by 2021, 750 million of the users are expected to be particularly Social Media Use in Chinese Export Sales 社交媒体在中国出口销售中的应用 002 from China in 2022.These statistics suggest that China is and will remain to be the country with the largest number of monthly active social media users worldwide.\" 《社交媒体在中国出口销售中的应用》一书，以其独到的视角和实用的内容，成为外贸企业及跨境电商从业者的必备读物。本书紧密结合我国外贸发展现状，深入剖析社交媒体在出口销售中的实际应用，为读者提供了一套切实可行的社交媒体营销策略。本书不仅关注社交媒体本身，还从产品定位、市场分析、品牌建设等多个角度，指导企业如何实现线上线下融合发展。针对社交媒体营销的未来趋势，本书提出了有益的思考和预测，助力企业在激烈的市场竞争中把握先机。对于想要借助社交媒体拓展国际市场的企业和个人来说，具有重要的指导意义。