中国互联网企业的微博营销().docVIP

中国互联网企业的微博营销 摘 要 20世纪90年代以来，计算机技术、通信技术得日益发展和融合，互联网在一系列技术的突破支持下的广泛应用和日益完善，为互联网企业的营销带来了新的契机，也向传统的市场营销提出了新的挑战，这预示着一场营销革命即将发生，网络营销时代即将来临。互联网企业作为网络营销的先锋和开拓者，在网络营销方式的选择和创新上，为其他行业的网络营销也提供了很好的借鉴。在众多网络营销方式中，微博营销作为一种新兴的力量近两年在中国得到了迅速的推广和发展，特别是一些互联网企业，在微博营销的探索和发展上做出了很大的贡献。论文从介绍微博营销开始，阐述了微博营销的特点和发展，再从中国互联网企业综合讨论，结合中国互联网行业企业凡客诚品的案例及其微博营销经验方法，最后给出了微博营销的意义。对于中国互联网企业来说，微博营销的探索才起步，就像一把双刃剑，成效的关键在于如何使用，希望本文能为中国的互联网企业提供一些线索。 关键词： 微博； 网络营销 世Internet enterprise Microblog marketing in China销 Major：Marketing Student: YuanLin Supervisor: Abstract Since 90s of the 20th century, along with the computer technology, communication technology, have increasingly development and fusion of the Internet in a series of technical breakthroughs support widespread application and increasingly perfect for Internet enterprise marketing brought new opportunities, also put forward to the traditional market marketing new challenge, hinting that a marketing revolution will happen, network marketing era is imminent. Internet enterprise as the pioneer and the network marketing, network marketing to Portland in the choice and innovation for other industries, the network marketing also provides a good model. And in numerous network marketing methods, Microblogging marketing as an emerging power nearly two years in China obtained a rapid promotion and development, especially some Internet enterprise, in Microblogging marketing of exploration and development has made a great contribution on. Paper introduces Microblogging marketing start, analyzes Chinas Internet enterprise Microblogging marketing situation and development, and combination of case summarizes some Internet industry enterprise Microblogging marketing experience method and significance. For Chinas Internet enterprise speaking, Microblogging marketing exploration was initiated, like a double-edged sword, the key is how to use effective, hope this can help Chinas Internet enterprises to provide some clues. Key words：MicrobloggingNetwork marketing