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

【摘要】：隨著社會信息化腳步的加快,我們已經(jīng)進入以數(shù)字化、虛擬化、網(wǎng)絡(luò)化為主要的網(wǎng)絡(luò)經(jīng)濟發(fā)展的時代,更是以互聯(lián)網(wǎng)為核心,各種新的社會化媒體為平臺的網(wǎng)絡(luò)營銷模式爆炸速度發(fā)展的時代。微博便是在此環(huán)境下應(yīng)運而生的新興社會媒體,以其特有的人實時性、互動性、社會性、便攜式等特點給社會帶來新的挑戰(zhàn),傳統(tǒng)的企業(yè)、新興的企業(yè)都無一例外的面對一個頗具影響力和潛力的社會媒體渠道,是早日投入微博營銷的工作,在新一輪的營銷戰(zhàn)爭中占領(lǐng)市場高地,搶占先機；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)管理實踐中,嘗試?yán)脿I銷理論的分析工具,結(jié)合微博營銷本身的特點,分析微博營銷本身的特性和成功經(jīng)驗。本文主要針對廣西聯(lián)通這樣一家典型的電信企業(yè)為例,根據(jù)廣西聯(lián)通官方微博運營兩年的實例,分析運營的策略和效果,總結(jié)其成功以及不足之處,為其設(shè)計了更合理的運營方式,以此進一步推動和確保聯(lián)通公司制定正確的戰(zhàn)略方針,并能夠有效的實施,使企業(yè)的經(jīng)營目標(biāo)得以實現(xiàn)。筆者通過綜合運用市場營銷STP理論、5R整合式營銷理論,仔細(xì)分析聯(lián)通官方微博的營銷策略,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)通官博的運營有內(nèi)容策劃和官博與用戶互動方式這兩個深層次的策略問題,需要進行深層次的整改和優(yōu)化,并實施微博營銷保障措施,以適應(yīng)微博營銷的市場規(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)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F274;F626

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本文編號：1554487