企业品牌的微博营销策略思考.docxVIP

企业品牌微博营销策略探究 ［摘要］目前，企业品牌微博营销在我国发展势头强劲，但由于微博营销在我国尚处于起 步阶段，经验尚不成熟。企业品牌微博营销虽然取得了不少成果，也积累了很多值得推广借 鉴的经验，但从整体来看，还存在着一些问题。本文着眼于以微博营销为代表的社会化媒体 营销与企业品牌传播之间的关系，旨在利用所学的理论知识，对我国微博营销的现状和问题 进行分析，探讨提升微博营销效果的策略建议，并通过实现微博营销策略的政策保障体系对 微博营销进行规范化管理，从而进一步规范我国企业品牌传播中的微博营销行为，探索微博 营销这一新兴的营销方式的长效机制，以期对企业品牌微博营销实践有一定的应用价值和积 极意义。 ［关键字］企业品牌 微博营销 营销策略 广告 Exploration of micro-blog marketing strategy of enterprise brand [Abstract] At present, the enterprise brand micro-blog marketing in Chinas strong momentum of development, but because of micro-blog marketing in China is still in its infancy, the experience is still not mature? The enterprise brand marketing although micro-blog made a lot of achievements, but also accumulated a lot of experienee is worth promoting, but on the whole, there still exist some problems. This paper focuses on the relationship between social media marketing and brand communication to micro-blog marketing as the representative, to the use of the theory of knowledge, the current situation and problem of our country micro-blog marketing analysis, to explore the strategies to enhance the effect of micro七log marketing, and through the implementation of policy guarantee system of micro-blog marketing strategy standardization management of micro-blog marketing, so as to further standardize the behavior of micro-blog marketing Chinese enterprises in brand communication, to explore the Iong-term mechanism of micro-blog marketing is a new marketing mode, in order to have a certain value and significanee to the enterprise brand marketing practice of micro-blog. [Key word] brand micro-blog marketing advertising TOC \o 1-5 \h \z 引言 1 \o Current Document 一、 企业品牌微博营销现状 1 \o Current Document （-）企业品牌微博营销基本途径 2 \o Current Document （二）企业品牌微博营销现实应用 4 \o Current Document 二、 企业品牌微博营销存在的问题 5 \o Current Document （-）企业微博营销缺乏正确认识 5 \o Current Document （二） 企业微博营销整体营销策略缺失 6 \o Current Document （三） 企业微博营销目标设定存在偏差 6 \o Current Document （四） 企业微博营销方法使用不当 7 \o Current Document （五） 企