微博的商业价值及其营销策略研究 18252字 投稿：杨鬙鬚.doc

微博的商业价值及其营销策略研究 18252字 投稿：杨鬙鬚 毕业论文（设计） 题 目： 微博的商业价值及其营销策略研究 系部名称： 经济管理系 专业班级： 营销071班 学 2011年5月26 日 摘 要 在Web2.0时代，企业进行网络营销推广的一个重要手段是通过企业博 客进行营销推广，随着互联网技术的日新月异，另一种全新的Web2.0企业网络营销模式已经出现了，那就是企业微博。 本文从目前国内的研究现状出发，对文中涉及到的微博及微博营销的基 本概念做了界定，进而指出了新时代企业利用微博营销的重要性。接着研究了微博的商业价值，为随后的研究奠定了基础。然后通过对产品生命周期理论的分析，引出了微博在各产品生命周期中的营销策略。最后，论述了凡客诚品利用微博营销的成功案例。并在此基础上对中小企业使用微博营销给出了建议。 通过本文的研究，得到以下主要结论：微博营销只是网络营销的一个分支，必须慎重考虑微博营销的操作形式，想单一地通过微博本身进行企业推广营销是达不到预期营销效果的，需要很多其它条件的配合才行。任何营销手段都不是独立存在的，一定是与其它方法相辅相成的。成功的网络营销，一定是整合型营销。 关键字：微博，营销策略，商业价值 1 The Commercial Value and Marketing Strategy of Microblogging Abstract In the Web2.0 era, an important means companies used for network marketing is through a corporate blog for marketing. As Internet technology advances, the other a new Web2.0 corporate network marketing model has emerged that is enterprises Microblogging. This study from the current status of the domestic, on the paper involved in micro-and micro-Blog the basic concepts of marketing is defined, then pointed out that a new era of corporate marketing, the importance of using micro-blog. Then study the business value of microblogging. Through the analysis of product life cycle theory, leads to micro-blog in the product life cycle marketing strategy. Finally, discusses the use of VANCL microblogging marketing success stories. And on this basis, given advice to Chinese enterprises during using microblog marketing. Through this study, the following conclusions: microblogging marketing is just a branch of network marketing,you must carefully consider the form of microblogging marketing operations. To a single blog itself through micro-enterprise promotion marketing, marketing can’t achieving the desired effect,It requires a lot of other conditions.Marketing is not any independent existence, it must be complementary with other methods.Successful network marketing, it must be integrated marketing. Keywords：Microblogging Marketing Strategy Business Value 2 目 录 1 引言..