企业博客营销研究所有专业.doc

企业博客营销研究 摘要 作为一种新的媒体现象，博客的影响力有可能超越传统媒体；作为专业领域的知识传播模式，博客将成为该领域最具影响力的人物之一；作为一种社会交流工具，博客将超越E-mail、BBS、ICQ（IM），成为人们之间更重要的沟通和交流方式。由于沟通方式比电子邮件、讨论群组更简单和容易，Blog已成为家庭、公司、部门和团队之间越来越盛行的沟通工具，其功能和用途也在日益延伸。发展到今天，博客是一个网站，可以信息发布、知识交流，博客使用者可以很方便地用文字、链接、影音、图片建立起自己个性化的网络世界。企业博客营销的概念及其应用在全球范围内开始兴起，成为网络营销一个崭新的领域。国外有关调查发现，尽管很多人对企业博客营销的概念还比较陌生，但企业博客与博客营销已经开始兴起， 并且在营销活动中发挥了多个方面的作用。企业正在使用博客来进行对内对外交流沟通，达到增进客户关系，改善商业活动的效果。但是企业博客营销又是一面双刃剑，用的好，可以提高企业知名度，提升产品牌形象，宣传宣传公司理念，达到与客户、员工等进行及时、有效沟通的目的；用不好，则会给企业带来灾难性的后果。因此，在制定博客营销计划的同时，不仅要全天候地进行博客监测、预防危机，还要组织企业博客积极与受众沟通，将危害降至最小。借助于博客开展营销活动，将成为企业未来的战场之一，是否利用博客营销、怎样利用博客营销，并在企业博客营销上进行适时地创新，必将改变当今世界的竞争格局。 关键词： 博客 博客营销 第三方博客平台 博客圈 A Research on Blog Marketing of Enterprise Abstract As a new media phenomenon,the influence of blog may go beyond the traditional media; as a communication model in the field of professional knowledge,blog will become one of the most influential figures in that area; as a social communication tool,blog will go beyond e-mail,BBS and ICQ(IM)and become a kind of more important communication tool. Because the way of communication is simpler and easier than e-mail and discussion groups,blog has become more and more popular among families, companies, departments and teams. Its function also has been extending gradually. With the development of society,blog has become a website where we can share information and exchange knowledge.The blog users can use the words conveniently, links, videos and pictures to set up their own personalized networld. The concept of enterprise blog marketing and its application in a global context have begun to spring up and become a brand new field in the network marketing area. Foreign survey has found that although many people are not very familiar with the concept of enterprise blog marketing; however,enterprises blog and blog marketing have begun to mushroom,and marketing activities have played a role in many aspects. Enterprises are using blog for internal and external communication in order to stre