摘要:微博刚出现时就获得了巨大成功,吸引了广大用户的关注,并且很快以令人措手不及的发展趋势在全国扩展开来。根据新浪微博公司数据报告表明,到2011年底新浪已经注册的用户人数超过了3亿人次,这些用户每天发送的微博数量也达到了一亿多条,相比2010年涨幅为300%。此外,第二大微博腾讯微博的注册用户数量也有近四亿。由于微博在当今社会的使用度和流传度,很多企业也发现了当中的机遇:许多潜在的消费者都是微博的使用者,只要能够引起他们的关注兴趣就等于是抓住了市场的脉搏。于是微博营销成为了许许多多企业的营销手段,现在已经有超过13万的企业认证账户在新浪微博落脚,微博营销这种新的营销方式渐渐露出了它的面貌。尽管它在国外已经得到了发展,并逐渐形成了体系,可是当下我国对于营销的研究和应用仍然在初步尝试的阶段。对于微博的传播方式、传播的性质以及发展的趋势等等其本身的研究是比较多的,而对微博营销的应用方法的研究只占据关于微博研究很小的一块。本文拟通过对企业微博营销的现状与应用策略的分析,由此讨论企业微博营销存在的问题并提出合理的建议。关键词:微博营销;应用;发展;策略8384
The application and development of Micro-blog marketing in enterprises
Abstract: Micro-blog was enthusiastically adopted by users, as it comes to swept the country with rapid development trend. According to Sina company’s financial report on December 31, 2011, registered that users of Sina Weibo have break through 300 million. Users send more than 100 million weibo per day, rose about 300% in the previous year. Registered users of Tencent weibo were also closed to 400 million. With the popularity of Micro-blog, many enterprises also smell the opportunities: Weibo users are potential consumers, and capture their attention means to grasp the pulse of the market. So more and more corporations begin to put Weibo as a marketing tool, the certification enterprises users of Sina Weibo are more than 130000. Although this marketing model has gradually become systematized in foreign countries, at present,domestic related research and practical application are still in its pilot stage. Domestic research on Weibo is mostly focused on the Weibo’s mechanism of spread, characteristics of propagation, basic properties and development trend of its application strategy, especially the application of Micro-blog marketing strategy research only occupy the a tiny part of it. Through the review of relevant theories, this paper analyzes the present situation of Micro-blog marketing and application strategy, and on this basis to explore the problems of Micro-blogging marketing and put forward reasonable suggestions.
Key words: Micro-blog marketing, applications, development, strategy
目 录
引言 2
一、绪论 3
(一) 研究背景 3
(二) 研究的目的和意义 3
(三) 国内外研究现状和发展趋势 4
(四) 研究的主要方法 5
二、微博营销概述 6
(一) 微博营销的概念 6
(二) 微博营销的特点 6
(三) 微博营销与其它网络营销方式的比较 8
(四)微博营销的相关理论 8
1、 整合营销理论 8
2、 病毒式营销 9
3、关系营销理论 9
三、企业微博营销 10
(一) 企业微博营销的现状分析 10
(二)企业微博营销的应用策略 10
1、 增加粉丝数量,开拓营销覆盖率 11 微博营销在企业中的应用与发展研究:http://www.youerw.com/guanli/lunwen_6717.html