【摘要】：從新浪微博發(fā)布的2015年財報可以看到,在活躍用戶規(guī)模及廣告營銷收入上,微博表現(xiàn)出強(qiáng)勁增長勢頭。然而,不少企業(yè)仍未重視起微博營銷這種手段,企業(yè)網(wǎng)絡(luò)營銷所占比例也還未達(dá)到應(yīng)有水平,網(wǎng)絡(luò)營銷仍有巨大發(fā)展空間。所以,對當(dāng)前的企業(yè)的微博營銷現(xiàn)狀進(jìn)行研究具有重要意義。本文通過系統(tǒng)抽樣的辦法選取汽車、電子信息、金融、房產(chǎn)、快消連鎖、文化、電子商務(wù)、家居、旅游、服飾10個行業(yè)中的100家企業(yè)作為研究對象,檢索所選取樣本的微博進(jìn)行調(diào)查研究,對樣本的微博運(yùn)營狀況進(jìn)行統(tǒng)計分析,對所得的數(shù)據(jù)處理進(jìn)行相關(guān)分析,以此分析當(dāng)前企業(yè)微博的運(yùn)營狀況�？偨Y(jié)得出當(dāng)前企業(yè)微博所取得的成績,包括企業(yè)充分利用微博的媒體特性,發(fā)揮起互動功能,打造粉絲經(jīng)濟(jì),探究用戶需求,拓展服務(wù)渠道,并且初步搭建完成移動營銷生態(tài)體系,同時,發(fā)現(xiàn)當(dāng)前企業(yè)微博運(yùn)營中存在重視程度不夠,內(nèi)容質(zhì)量不高,粉絲關(guān)系偏于單向,功能發(fā)揮不足,缺乏精準(zhǔn)客戶,未發(fā)揮起整合優(yōu)勢的問題。繼而從定位、管理、內(nèi)容、互動、評估五個方面結(jié)合案例提出具體的微博營銷策略,對于當(dāng)下企業(yè)開展微博營銷活動有一定的現(xiàn)實(shí)參考價值,并幫助企業(yè)探索微博營銷的未來發(fā)展之路。
[Abstract]:From the 2015 results released by Sina Weibo, we can see that Weibo has shown strong growth momentum in terms of active user size and advertising marketing revenue. However, many enterprises still do not attach importance to Weibo marketing, the proportion of enterprise network marketing has not reached its level, and there is still huge room for development of network marketing. Therefore, it is of great significance to study the current marketing situation of Weibo. In this paper, 100 enterprises in 10 industries, such as automobile, electronic information, finance, real estate, fast chain, culture, electronic commerce, home, tourism and clothing, are selected as the research objects. Weibo who retrieves the selected sample carries on the investigation research, carries on the statistical analysis to the sample Weibo operation condition, carries on the correlation analysis to the obtained data processing, so as to analyze the current enterprise Weibo operation condition. Summing up the achievements made by Weibo, including making full use of Weibo's media characteristics, giving full play to the interactive function, building fan economy, exploring the needs of users, and expanding service channels, At the same time, it is found that the current enterprise Weibo has not paid enough attention to the operation, the content quality is not high, the fan relationship is one-way, the function is insufficient, and the accurate customer is lacking. The problem of not giving play to the integration advantage. Then put forward specific Weibo marketing strategy from five aspects of positioning, management, content, interaction and evaluation, which has a certain practical reference value for the current enterprise to carry out Weibo marketing activities. And help enterprises explore the future development of Weibo marketing road.
【學(xué)位授予單位】：南昌大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2016
【分類號】：F274;G206-F

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