企业微博营销的研究.docVIP

PAGE 2 PAGE 1 摘 要 随着经济社会快速发展，互联网进入了“黄金时代”，特别是在网络营销方面，由微博引发了一次“微革命”，微博的出现改变了互联网固有的营销模式，为企业带来更多的机遇和挑战。 文章根据网络营销学的原理，阐述了微博营销的基本概念和可行性，再结合国内外企业微博营销的实际情况和具体案例，提出了微博宣传渠道策略、选准微博的关键词、用心经营微博内容、提升微博互动效果、正确使用名人效应等五大营销策略，为企业提高微博营销的竞争力。 此外，本文还分析了企业微博营销中出现微博作为广告发布器、对微博互动性以偏概全、面临网络安全、容易遭遇负面评论引起公关危机、短期内营销效果难以评估等五大问题，并提出相应的解决方案，对企业正确认识微博营销、实施微博营销活动具有重要的参考价值。 关键词：微博，微博营销，企业微博 Abstract With the rapid development of economic society, the Internet into the golden era, especially in the network marketing by micro-blog triggered a micro revolution, the micro-blog has dramatically changed the Internet marketing mode for inherent in the enterprise to bring more opportunities and challenges. According to the principle of network marketing, this paper expounds the basic concept of micro-blogging marketing and feasibility, coupled with the domestic and foreign enterprises micro-blogging marketing situation and put forward concrete cases, micro-blog publicity channels strategy, chooses standard micro-blog keywords, careful management micro-blog content, ascending micro-blog interaction effects, correct use of celebrity endorsements etc. Five marketing strategy for enterprises improve the competitiveness of micro-blogging marketing. In addition, this paper also analyzes the enterprise micro-blogging marketing appear micro-blog as advertising device, to the micro-blog interactivity, facing generalize network security, easy to encounter negative reviews cause public relations crisis, short-term inside the marketing effect of five difficult to assess, and put forward corresponding solutions, correct understanding of enterprise marketing, implementing micro-blogging marketing activity has important reference value. Keyword: Micro-blog，Micro-blogging marketing，Enterprise micro-blogging 目 录 TOC \o 1-3 \h \z \u 摘 要 I Abstract II 第一章　绪论 1 1.1 选题背景及研究意义 1 1.2 微博营销的相关理论综述 2 1.3 研究内容与方法 3 第二章　微博营销的概述 5 2.1 微博系统剖析 5 2.2 微博营销的定义 6 2.3　微博营销的特点 6 2.4　微博营销的作用 7