浅析微博营销在小米公司中的应用 毕业论文.docx

 PAGE \* MERGEFORMAT 24 浅析微博营销在小米公司中的应用 摘 要 自2005年微博诞生以来，其商业化运用就不曾停息。除了微博平台运营商利用其开展商务活动赢取利益意外，社会中的各个企业也纷纷在微博平台上开通企业官方微博，试图通过微博开展营销活动，展示企业形象，营销企业产品，获得商业利益，然而这些企业在开展微博营销的过程中大都遇到了问题。小米手机作为企业界的后起之秀，一开始便将自己的营销主战场放在微博上，通过自己在微博营销领域的不断探索，为企业的发展提供了良好的营销支持。 本文希望通过介绍微博及微博营销，分析小米公司的微博营销策略及其问题的解决办法，为广大企业在开展微博营销的过程中提供一些意见和建议。 关键词：微博 微博营销 小米公司  Analyse the microblogging marketing application in xiaomi company Major: E-commerce Student: He Peng Supervisor: Li Ting Abstract Microblog have been used in business since it was born in 2005. Except the platform Operator of microblog use it to carry out the business livese and make money, many companies have opened the official account on microblog. They try to use it carry out marketing activities, introduce the products of the company, make a good impression in customers, and get profit. But these companies have made so many mistakes when they carry out the microblogging marketing. Although xiaomi is a new company, but it have got a good grades in the competition of microblogging marketing . This article try to introduce microblog, miciroblogging marketing, and how the xiaomi do it, to give other company some suggestions. Key words：Microblog Microblogging marketing Xiaomi company  目 录 TOC \o 1-3 \h \z \u   HYPERLINK \l _Toc375229743 1前言  PAGEREF _Toc375229743 \h 1  HYPERLINK \l _Toc375229744 2微博及微博营销  PAGEREF _Toc375229744 \h 1  HYPERLINK \l _Toc375229745 2.1微博概述  PAGEREF _Toc375229745 \h 1  HYPERLINK \l _Toc375229746 2.2微博营销概述  PAGEREF _Toc375229746 \h 2  HYPERLINK \l _Toc375229747 2.2.1微博营销的内涵  PAGEREF _Toc375229747 \h 2  HYPERLINK \l _Toc375229748 2.2.2微博营销的特点  PAGEREF _Toc375229748 \h 3  HYPERLINK \l _Toc375229749 2.2.3微博营销分类  PAGEREF _Toc375229749 \h 3  HYPERLINK \l _Toc375229750 2.2.4微博营销作用  PAGEREF _Toc375229750 \h 4  HYPERLINK \l _Toc375229751 2.3微博营销的发展与应用  PAGEREF _Toc375229751 \h 4  HYPERLINK \l _Toc375229752 2.3.1微博营销在国外的应用与发展  PAGEREF _Toc375229752