摘要：微博的出现给人们带来了很大的便利，它几乎拥有即时通讯所有的特点，且微博的用途非常广泛，无论是政府的一些民意调查、明星们作品的宣传还是平民百姓关于发生的新奇事件的热烈讨论等都可以在微博上进行，且其产生的影响非常大。近几年来，随着微博的快速发展，它也成为了企业营销的重要平台，相比于其他营销模式，微博营销为企业构建了一个能和顾客良好交流的通道。企业能够通过微博了解到顾客对于企业和产品的意见和建议，并能够加深与顾客之间的感情。现在国内已有很多企业开始利用微博进行营销，微博已成为人们经常讨论的热门话题。鉴于此，该论文分析了微博营销价值产生的来源和在应用中的具体体现，并以海底捞公司为例，对其所在的大环境进行了分析，整理出了微博营销的运用策略，为企业营销提供了参考。42941

毕业论文关键词：微博；微博营销；营销价值；营销策略

Research on the Microblog Marketing Strategy of HDL Enterprise

Abstract: The emergence of microblog brought great convenience to people, it is almost all the characteristics of a instant messaging, and microblog has a very wide range of USES, whether the government some polls, stars work of propaganda, civilians a heated discussion about the ovelty of events, etc. Can be conducted on microblog, and its influence is very big, in the last few yearsAs microblog at an astonishing speed development, it also has become an important platform of enterprise marketing, compared with other marketing model, microblog marketing for the enterprise can build a good communication with customers. Enterprise can through the microblogging understands customer opinions and Suggestions for enterprises and products, and to deepen the affection between with customers. Now has many domestic enterprises began to use microblog for marketing, microblog has become a hot topic that people often discuss. In view of this, the paper analyzes the microblog marketing value source of and the concrete embodiment of in the application, and taking HDL enterprise as an example, analyzes its environment, the use of sorting out the microblog marketing strategy, marketing provides reference for the enterprise.

Key words: Microblog; Microblog marketing; Marketing value; The marketing strategy.

目    录   

 摘  要 1

Abstract 1

一、微博营销的理论概述 2

  （一）微博营销价值产生的来源 2

  （二）微博营销价值在应用中的具体体现 3

二、海底捞微博营销的现状 5

  （一）海底捞公司简介 5

  （二）海底捞公司微博营销策略分析 6

三、海底捞微博营销的SOWT分析 7

  （一）优势 7

  （二）劣势 8

  （三）机会 9

  （四）威胁 9

四、海底捞微博营销策略优化 10

  （一）运用专业化手段构建微博矩阵 10

  （二）培养核心粉丝，发挥领袖作用 10

  （三）注意随时监控，切忌过度营销 10

  （四）做好内容建设，创新发布方式 海底捞公司微博营销策略研究+SWOT分析:http://www.youerw.com/guanli/lunwen_43589.html