It企业博客营销研究2.doc

电子商务专业专科毕业论文摘要………………………………………….4 ABSTRACT……………………………….....5 绪论………………………………………….6 一、博客营销与知识产品营销 .…..…….6 二、IT企业博客的营销应用…………………7 企业博客的基本构成…………………7 博客日志：软文……………………..7 评论：互动………………………….10 链接扩散性传播………………….11 嵌入式广告：独特影响…………….12 RSS定制服务 ……………………….13 交叉互补应用各类网络营销方式….14 企业博客的营销应用 1、企业公关：…………………….…..15 2、企业媒介关系……………………….17 3、企业客户管理辅助………………….18 4、口碑营销………………………..….20 5、整合营销传播……………………….21 6、企业价值传达……………………….22 〔三〕IT企业博客营销的运作模式……23 1、自建博客网站…。……………………23 2、建立中长期博客营销计划……………24 3、将博客营销纳入企业营销战略中……24 4、综合利用资源…………………………24 5、进行效果评估…………………………24 国内外IT企业博客营销的比较…….25 技术手段………………………..……25 营销重心…………………..…………26 企业博客营销发展的思考……………27 注释：……………… ……………………27 参考文献……….……… ………………....28 附录一 IT企业博客统计（排名前十） ……29 附录二 博客文章统计……… …………….30 附录三Google黑板报文章分类……………..31 附录四：英文文献原文………………………35 致谢：…………………………………………38  摘要 博客营销基于个人知识资源（包括思想、体验等表现形式）的网络信息传递形式消费者产品的 “品牌文化”、“产品”、“服务”统一进行规划和促进。ABSTRACT KEY WORDS： Blog marketing，internet marketing，IT companies enterprise blogger Blog; a contraction of Web Log, an on-line journal of chronologically displayed information presented in an informative but informal and accessible style. Maintaining a web log is described as blogging and the person contributing and administering such a website is called a blogger. IT companies, large and small, know that reaching customers directly and influencing--and being influenced by--them is essential to success. Blog Marketing shows marketing and PR professionals as well small business owners how to do just that without spending a lot of money. Readers will learn how to tap into the power of blogs to create a direct line of communication with customers, raise the companys visibility, and position their organizations as industry thought leaders. Blogs will soon become a staple in the information diet of every serious businessperson. Blogs offer an accelerated and efficient approach to acquiring and understanding the kind of information all of us need to make business decisions. IT企业博客营销研究 绪论： 据中国互联网络信息中心（CNNIC）《2006年中国博客调查报告》的统计，截至2006