【摘要】：許多企業(yè)把微博TWITTER作為營(yíng)銷的平臺(tái)，其營(yíng)銷價(jià)值日益受到企業(yè)的認(rèn)可。2009年8月，我國(guó)新浪微博推出內(nèi)測(cè)版，成為門戶網(wǎng)站第一家提供微博服務(wù)的網(wǎng)站，隨后，各大門戶網(wǎng)站也相繼推出了微博服務(wù)，微博正式進(jìn)入了中文上網(wǎng)主流人群視野。國(guó)內(nèi)各企業(yè)也紛紛試水新浪微博，利用微博展開(kāi)營(yíng)銷，微博成為近兩年來(lái)傳播界和營(yíng)銷界最熱的話題。微博在國(guó)內(nèi)發(fā)展迅速，成為繼博客、社交網(wǎng)站之后又一重要的交流平臺(tái)。同時(shí)新浪、搜狐、騰訊等各大門戶網(wǎng)站也都大力布局微博。微博不僅為人們更快捷便利的溝通搭建了前所未有的平臺(tái)，同時(shí)也創(chuàng)造了在很多方面優(yōu)于現(xiàn)有媒體的營(yíng)銷平臺(tái)。傳統(tǒng)的營(yíng)銷方式往往跟不上時(shí)代的發(fā)展，微博的出現(xiàn)和發(fā)展已經(jīng)促使一種全新的新媒體營(yíng)銷方式出現(xiàn)，那就是微博營(yíng)銷。 微博營(yíng)銷是利用微博這種網(wǎng)絡(luò)應(yīng)用形式開(kāi)展?fàn)I銷的工具，是公司或者企業(yè)利用博客這種網(wǎng)絡(luò)交互平臺(tái)，發(fā)布并更新企業(yè)或公司的相關(guān)概況及信息。并且密切關(guān)注并及時(shí)回復(fù)平臺(tái)客戶對(duì)于企業(yè)的相關(guān)疑問(wèn)以及咨詢，已達(dá)到宣傳目的的營(yíng)銷手段，對(duì)企業(yè)在電子商務(wù)環(huán)境開(kāi)展網(wǎng)絡(luò)營(yíng)銷與其他網(wǎng)絡(luò)營(yíng)銷手段相比有著獨(dú)特的應(yīng)用價(jià)值。它的最根本的作用就是通過(guò)微博營(yíng)銷來(lái)傳遞信息和知識(shí)來(lái)影響消費(fèi)者的行為和購(gòu)買心理。 微博成為了B2C企業(yè)營(yíng)銷的新工具，相比較傳統(tǒng)營(yíng)銷方式而言，，微博營(yíng)銷可以更快捷地幫助企業(yè)建立起顧客的忠誠(chéng)度，因此微博將成為B2C企業(yè)重要的戰(zhàn)場(chǎng)，但是新事物的出現(xiàn)也必將帶來(lái)新的挑戰(zhàn)。 基于此，本文從微博營(yíng)銷角度出發(fā)，首先分析了B2C企業(yè)微博營(yíng)銷的理論依據(jù)及發(fā)展?fàn)顩r，其次結(jié)合錦州愛(ài)麗絲化妝品連鎖店的微博營(yíng)銷，對(duì)B2C企業(yè)微博營(yíng)銷進(jìn)行調(diào)查，并做SWOT分析，最后從企業(yè)市場(chǎng)定位，市場(chǎng)目標(biāo)分析，營(yíng)銷傳播、營(yíng)銷手段等方面，對(duì)B2C企業(yè)微博營(yíng)銷提出相應(yīng)的對(duì)策和建議。 全文結(jié)構(gòu)章節(jié)安排如下：緒論部分介紹了本文的研究背景、意義、研究?jī)?nèi)容和研究結(jié)構(gòu)。第二部分概述了錦州愛(ài)麗絲化妝品微博營(yíng)銷的現(xiàn)狀和存在的問(wèn)題，第三部分用運(yùn)用SWOT方法分析了微博營(yíng)銷的內(nèi)外部環(huán)境。第四部分提出了錦州愛(ài)麗絲化妝品微博營(yíng)銷的策略制定，進(jìn)而提升企業(yè)的核心競(jìng)爭(zhēng)力。
[Abstract]:Many enterprises use Weibo TWITTER as a marketing platform, its marketing value is increasingly recognized by enterprises. In August 2009, China's Sina Weibo launched an internal test version, becoming the first portal website to provide Weibo services, and then, Major portals have also launched Weibo services, Weibo formally entered the mainstream of Chinese online vision. Domestic enterprises have also tested Sina Weibo, using Weibo to launch marketing, Weibo has become the hottest topic in the media and marketing circles in the past two years. Weibo developed rapidly in China and became an important communication platform after blog and social networking site. At the same time Sina, Sohu, Tencent and other major portal sites are also vigorously layout Weibo. Weibo not only built an unprecedented platform for people to communicate more quickly and conveniently, but also created a marketing platform that is superior to the existing media in many ways. The traditional marketing methods often can not keep pace with the development of the times. Weibo's appearance and development have promoted a brand-new marketing mode of new media, that is Weibo marketing. Weibo marketing is a marketing tool which uses Weibo as a form of network application. It is a company or enterprise which uses blog as a network interactive platform to publish and update the relevant information and general situation of the enterprise or company. And pay close attention to and respond in time to the relevant questions and consultations of the platform customers about the enterprise, and marketing means that have achieved the purpose of publicity, Compared with other e-marketing methods, e-marketing in e-commerce environment has unique application value. Its most fundamental role is to pass information and knowledge through Weibo marketing to influence consumers' behavior and buying psychology. Weibo has become a new marketing tool for B2C enterprises. Compared with traditional marketing methods, Weibo marketing can help enterprises to build customer loyalty more quickly, so Weibo will become an important battlefield for B2C enterprises. But the emergence of new things will also bring new challenges. Based on this, from the angle of Weibo marketing, this paper first analyzes the theoretical basis and development of Weibo marketing in B2C enterprise. Secondly, combining with Weibo marketing of Alice cosmetics chain in Jinzhou, the paper makes an investigation on Weibo marketing of B2C enterprise. And do SWOT analysis, finally from the enterprise market positioning, market objective analysis, marketing communication, marketing means and other aspects, to B2C enterprise Weibo marketing countermeasures and suggestions. The full text structure chapter is arranged as follows: the introduction part introduces the research background, significance, research content and research structure of this paper. The second part summarizes the current situation and existing problems of Weibo marketing of Jinzhou Alice cosmetics. The third part analyzes the internal and external environment of Weibo marketing by using SWOT method. The fourth part put forward Jinzhou Alice cosmetics Weibo marketing strategy formulation, and then promote the core competitiveness of the enterprise.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F426.72

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