基于移动互联的社交媒体营销研究：以微博为例.docVIP

PAGE PAGE 35 基于移动互联的社交媒体营销研究：以微博为例 摘要： 在如今这个移动互联网时代，网络社交成为人们生活中不可或缺的一部分。有人的地方就有市场，社交媒体的兴起也推动企业步入了社会化媒体营销时代。与传统营销方式相比，社交媒体营销形式多样、灵活生动，不仅传播范围广、速度快，而且广告投放精准度高，为企业提供了一个可以直接与消费者进行对话的平台，实现从产品开发、营销推广到在线服务的良好整合。微博作为中国目前最大的粉丝经济和社交平台，也是企业进行网络营销博弈的主战场。本文以微博营销为代表，对移动互联网背景下企业的社交媒体营销现状进行研究。本文主要采用文献研究法和案例分析法这两种研究方法，采用理论与实践相结合的方式，首先整理介绍了国内外有关微博营销的研究理论，归纳总结了微博营销的概念、特点、功能以及基本形式，分析中国企业微博营销的发展现状以及存在的问题，并通过微博口碑营销5T模型结合实际案例，为企业微博营销提供理论依据和基本方法。在微博品牌影响力排行榜中，国产手机是最为活跃和竞争最激烈的产品品类。而魅族手机作为微博营销的后起之秀，其营销策略有值得借鉴的地方，同时也有很大的提升发展空间。本文选择以魅族手机进行案例分析，通过具体数据的观察分析和SWOT分析方法从定量和定性两个角度细致深入地研究魅族手机的微博营销现状，从实际操作角度探讨魅族手机的微博营销策略，最后针对魅族手机微博营销的具体情况，进一步提出改进意见，以望形成从具体到一般的微博营销策略体系，也为企业开展微博营销提供借鉴。 关键词：微博营销、社会化媒体营销、社交媒体营销、魅族手机 Research on social media marketing based on mobile Internet: a case study of micro-blog Abstract: In the mobile Internet era, social networking has become an indispensable part of peoples lives. Where there are people around, there will be market.The rise of social media has also contributed to the enterprise into the era of social media marketing. Compared with the traditional marketing methods, social media marketing is diversified, flexible and lively. It spreads widely and fast, and the advertising accuracy is high. It provides a platform for enterprises to dialogue directly with consumers, and achieves the good integration from product development , promotion and the online services. Micro-blog is not only Chinas largest fan of economic and social platform, but also the major battle site of enterprise network marketing game .This paper is represented by micro-blog marketing, to study the present situation of social media marketing in the context of mobile Internet. This article mainly uses the methods of literature research and the case analysis, and uses the way of combing the theory and the practice. Firstly,I have collated and introduced the related research theory about micro-blog marketing at home and abroad. Secondly,I have summarized the concept, function and the basic form of the