本文關(guān)鍵詞： 微博 廣西聯(lián)通 營(yíng)銷策略 STP分析 5R整合式營(yíng)銷理論　出處：《廣西大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著社會(huì)信息化腳步的加快,我們已經(jīng)進(jìn)入以數(shù)字化、虛擬化、網(wǎng)絡(luò)化為主要的網(wǎng)絡(luò)經(jīng)濟(jì)發(fā)展的時(shí)代,更是以互聯(lián)網(wǎng)為核心,各種新的社會(huì)化媒體為平臺(tái)的網(wǎng)絡(luò)營(yíng)銷模式爆炸速度發(fā)展的時(shí)代。微博便是在此環(huán)境下應(yīng)運(yùn)而生的新興社會(huì)媒體,以其特有的人實(shí)時(shí)性、互動(dòng)性、社會(huì)性、便攜式等特點(diǎn)給社會(huì)帶來(lái)新的挑戰(zhàn),傳統(tǒng)的企業(yè)、新興的企業(yè)都無(wú)一例外的面對(duì)一個(gè)頗具影響力和潛力的社會(huì)媒體渠道,是早日投入微博營(yíng)銷的工作,在新一輪的營(yíng)銷戰(zhàn)爭(zhēng)中占領(lǐng)市場(chǎng)高地,搶占先機(jī)；還是漠視不理,任由發(fā)展,成為許多企業(yè)領(lǐng)導(dǎo)著重關(guān)注的新領(lǐng)域。 本文介紹了筆者在企業(yè)管理實(shí)踐中,嘗試?yán)脿I(yíng)銷理論的分析工具,結(jié)合微博營(yíng)銷本身的特點(diǎn),分析微博營(yíng)銷本身的特性和成功經(jīng)驗(yàn)。本文主要針對(duì)廣西聯(lián)通這樣一家典型的電信企業(yè)為例,根據(jù)廣西聯(lián)通官方微博運(yùn)營(yíng)兩年的實(shí)例,分析運(yùn)營(yíng)的策略和效果,總結(jié)其成功以及不足之處,為其設(shè)計(jì)了更合理的運(yùn)營(yíng)方式,以此進(jìn)一步推動(dòng)和確保聯(lián)通公司制定正確的戰(zhàn)略方針,并能夠有效的實(shí)施,使企業(yè)的經(jīng)營(yíng)目標(biāo)得以實(shí)現(xiàn)。筆者通過(guò)綜合運(yùn)用市場(chǎng)營(yíng)銷STP理論、5R整合式營(yíng)銷理論,仔細(xì)分析聯(lián)通官方微博的營(yíng)銷策略,得出聯(lián)通官博處于粉絲質(zhì)量不高,活躍度比較低,營(yíng)銷效果不明顯的原因,并給出具體整改建議。 本文得出的結(jié)論是,廣西聯(lián)通官博的運(yùn)營(yíng)有內(nèi)容策劃和官博與用戶互動(dòng)方式這兩個(gè)深層次的策略問(wèn)題,需要進(jìn)行深層次的整改和優(yōu)化,并實(shí)施微博營(yíng)銷保障措施,以適應(yīng)微博營(yíng)銷的市場(chǎng)規(guī)律。
[Abstract]:With the acceleration of the pace of social informatization, we have entered an era in which digitization, virtualization and networking are the main aspects of the development of the network economy, and the Internet is the core. All kinds of new social media as the platform of the network marketing model exploding speed development era. Weibo is the emerging social media that emerged in this environment, with its unique real-time, interactive, social, Portable and other characteristics bring new challenges to society. Traditional enterprises and emerging enterprises all face a social media channel with considerable influence and potential without exception. It is an early input into Weibo's marketing work. In the new round of marketing war, seize the market highlands, seize the first opportunity; or ignore, let development, become a lot of business leaders focus on the new field. This paper introduces the author's attempt to use the analysis tools of marketing theory in the practice of enterprise management, combining with the characteristics of Weibo's marketing itself. This paper analyzes the characteristics and successful experience of Weibo's marketing. Aiming at a typical telecom enterprise such as Guangxi Unicom, this paper analyzes the strategy and effect of the operation according to the example of two years' operation of Guangxi Unicom official Weibo. Summing up its success and shortcomings, designing a more reasonable way of operation to further promote and ensure Unicom to develop the correct strategic approach, and be able to effectively implement, Through the comprehensive application of marketing STP theory and 5R integrated marketing theory, the author carefully analyzes the marketing strategy of Unicom official Weibo, and concludes that Unicom official blog has low fan quality and low activity. Marketing effect is not obvious reasons, and give specific suggestions for rectification. The conclusion of this paper is that there are two deep strategic problems in the operation of Guangxi Unicom official expo, which are content planning and interaction mode between officials and users, which need to carry out deep level rectification and optimization, and implement Weibo marketing safeguard measures. In order to adapt to Weibo marketing laws of the market.
【學(xué)位授予單位】：廣西大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F626

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本文編號(hào)：1554487