微博的营销价值及其利用策略分析.docVIP

微博的营销价值及其利用策略分析 近两年来，微博的发展速度之快已经超出了人们的想象，国内的各大微溥平台陆 陆续续出现在我们的视野中。微博现在作为现在全球最火爆的信息分享平台之一，它具 有社会性、互动性、便捷性、实吋性等犄点，是各个品牌对其品牌营销，顾客关系维护, 企业危机公关的最好的发展平台。现如今，不论是在国A还是国外，已经有不少的企业 把微博作为他们营销的平台之一，而且在上面花费大把的时间和精力，企业团队也都策 划了各种与之对应的微博营销活动。通过微博营销来获取更大的利益。 本论文正是基于以上现实竹景，通过深入研宄分析微博的营销价值，总结了企业利 用微博营销的策略及其注意事项，为企业利用微博进行营销活动提供借鉴和参考。 关键词：微博；微博营销；营销价值；营销策略 Analysis on the marketing valueof micro-blog and its utilizationstrategy Abstract:In the past two years，micro-blog’s development speed is beyond the imagination of the people，the major domestic micro-blog platform has continued to appear in our view. Micro-blog now as one of the most popular platform now share global information，it is social， interactive，convenient，real-time characteristics, various the brand of the brand marketing， customer relationship maintenance，enterprise crisis public relations the best development platform. Now，whether at home or abroad，there have been many enterprises regard micro-blog as one of their marketing platform, but also spend a lot of time and energy in the above, enterprise team are also planning a variety of corresponding with the micro-blog camp Sales activities through micro-blog marketing to gain greater benefits. This thesis is based on the above background，through in-depth analysis of micro-blog marketing value，micro-blog summed up the marketing strategy by enterprise and the matters needing attention, marketing activities and provide the reference for the enterprises to use micro-blog. Keyvvord:microblog;Micro-blog marketing;Marketing va!ue;Marketing strategy .2 .2 3 .3 .3 .4 .5 .5 .6 7 .7 .7 .7 .8 .8 9 .9 .9 10 11 Abstract TOC \o 1-5 \h \z 第一章雜 1 HYPERLINK \l bookmark3 \o Current Document \h 1.1研宄背景及研宄意义 1 1.1.1研究背景 1 1.2.1研究意义 1 HYPERLINK \l bookmark4 \o Current Document \h 1.2研究的步骤和方法 1 1.2.1研究步骤 1.2.2研宄方法 第二章微博及微博营销的理论概述 2.1微博的理论概述 2.1.1微博的定义 2.1.2微博的传播性 2.2微博营销的理论概述 2.2.1微博营销的定义 2.2.2微博营销的模式 第三章微博的营销价值分析.. 3.1微博营销价值的具体表现 3.1.1品牌传播 3.1.2促销推广 3.1.3整合联动 3.1.4在线客服 3.1.5危机公关 3.2微博营销的