东风雪铁龙汽车品牌微博营销研究.docVIP

编号 无锡太湖学院 毕业设计（论文） 题目： 经管 系 工商管理 专业 学 号： 1095121 学生姓名： 王春阳 指导教师： 叶 超 （职称： 讲师） （职称： ） 二〇一四年月 摘 要 对于商家而言，每一个出现于互联网上的新兴事物都能成为其营销热点。基于Web2.0而形成的新媒体营销模式——企业微博营销就是在这一背景下诞生的。作为新时代的新型营销模式，微博营销不失为一种推广新产品、树立企业品牌形象、挖掘潜在消费者、维持客户忠诚度的有效渠道，具有极其广阔的市场发展意义。 本文采用理论结合实践的研究方法，以东风雪铁龙为例，首先对微博营销特征、优势进行分析，其次结合东风雪铁龙开展微博营销活动的现状情况，深入分析了东风雪铁龙汽车企业开展微博品牌营销存在问题，最后对东风雪铁龙汽车企业如何进一步应用微博营销的推广品牌提出了建议，希望本文的研究能为东风雪铁龙汽车企业开展微博品牌营销工作有所帮助，从而推动企业营销工作的顺利进行。 关键词：ABSTRACT For businesses, each emerging things appear on the Internet can become its marketing hot spot. Based on web and formation of the new media marketing mode, enterprise microblogging marketing was born in this background. As a new marketing mode of the new era, weibo marketing is a kind of promotion of new products, setting up enterprise brand image, to dig the effective channel for potential customers, maintain customer loyalty has a very broad market prospects. This article adopts the research method of theory combining with practice, dongfeng Citroen, for example, the analysis of microblogging marketing characteristics, advantages, on the basis of combining the current situation of dongfeng Citroen weibo marketing activities, in-depth analysis of the dongfeng Citroen automobile enterprises to carry out the weibo brand marketing existence question, and how to further application to the dongfeng Citroen automobile enterprise microblogging marketing promotion brand are proposed.Mainly includes:accurate positioning the audience,and improve the brand loyalty;Optimize the microblogging marketing,improve the effect of the microblogging marketing;To properly handle the topic event,enhance brand influence;Play a role of opinion leaders,and improve the effect of brand marketing.strives to dongfeng Citroen automobile enterprise microblogging brand marketing work help, thus promoting enterprise marketing work smoothly. Keywords: Dongfeng Citroen; Weib