本文選題：微博 + 營銷平臺�。� 參考：《湖南大學(xué)》2014年碩士論文

【摘要】：微博營銷，是指企業(yè)通過微博發(fā)布企業(yè)或產(chǎn)品的最新信息，構(gòu)建品牌界面并與消費者即時互動等一切營銷活動的總稱。其功能不僅可以使企業(yè)獲得經(jīng)濟利潤，還可以通過與顧客及時溝通解決公關(guān)問題，強化情感聯(lián)系。隨著國內(nèi)微博用戶的迅速增長以及眾多企業(yè)用戶的進駐，微博營銷的發(fā)展空間日益凸顯。微博服務(wù)提供商所提供的微博服務(wù)已經(jīng)成為一種新型的社會化媒體平臺，連接企業(yè)與廣大受眾的重要紐帶并具有典型的雙邊市場特征。一方面，微博營銷平臺中存在著兩類或多類不同的用戶，以個人用戶和企業(yè)用戶為主，并且這兩類用戶之間可以產(chǎn)生實際的交易關(guān)系。另一方面，微博營銷平臺雙邊市場具有交叉網(wǎng)絡(luò)外部性和多平臺接入的特性。 微博營銷平臺定價模式主要受到平臺發(fā)展周期以及雙邊用戶的價格彈性、平臺交叉網(wǎng)絡(luò)外部性、成長時的邊際成本等諸多因素的影響。制定合理的定價模式必須綜合考量不同發(fā)展階段下的實際情況和各個因素影響程度。并且在信息爆炸、內(nèi)容同質(zhì)化的當(dāng)代，各平臺主體之間的競爭愈加激烈，只有實施全面的差異化競爭方式才能為平臺發(fā)展獲得持續(xù)地發(fā)展動力。通過對新浪微博用戶規(guī)模、定價模式、競爭方式三個指標(biāo)的深入分析。分析結(jié)果顯示：目前我國的微博營銷平臺面臨用戶意識不強、定價模式滯后、競爭方式不充分等困境。因此，必須著手啟動微博用戶管理、實施差異定價并不斷創(chuàng)新競爭方式來推動微博營銷平臺優(yōu)化發(fā)展。
[Abstract]:Weibo marketing refers to all marketing activities, such as publishing the latest information of enterprises or products, building brand interface and interacting with consumers instantly. Its function not only enables the enterprise to obtain economic profit, but also can solve the public relations problem and strengthen the emotional connection by communicating with the customer in time. With the rapid growth of Weibo users in China and the presence of many enterprise users, the space for the development of Weibo marketing has become increasingly prominent. Weibo service provided by Weibo service provider has become a new type of social media platform. It is an important link between enterprises and a wide audience and has typical bilateral market characteristics. On the one hand, there are two or more different types of users in Weibo marketing platform, mainly individual users and enterprise users, and the actual transaction relationship can be produced between these two types of users. On the other hand, the bilateral market of Weibo marketing platform has the characteristics of cross-network externality and multi-platform access. The pricing model of Weibo marketing platform is mainly influenced by the development cycle of the platform, the price elasticity of bilateral users, the externality of platform cross-network, the marginal cost of growing up and so on. In order to make a reasonable pricing model, we must consider the actual situation and the influence degree of various factors in different stages of development. And in the information explosion, content homogenization of the contemporary, the competition between the main body of the platform is increasingly fierce, only the implementation of a comprehensive differentiated competition mode can obtain a sustained development of the platform development power. Through the Sina Weibo user scale, the pricing model, the competition way three index thorough analysis. The results show that the current Weibo marketing platform in China is faced with difficulties such as weak user consciousness, lagging pricing model and insufficient competition mode. Therefore, it is necessary to start Weibo user management, implement differential pricing and constantly innovate competitive ways to promote the optimal development of Weibo marketing platform.
【學(xué)位授予單位】：湖南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F224;F713.5

【參考文獻】

相關(guān)期刊論文 前10條

1 袁立庠;;微博的傳播模式與傳播效果[J];安徽師范大學(xué)學(xué)報(人文社會科學(xué)版);2011年06期

2 韓曉芳;;微博時代傳統(tǒng)媒體的生存之道[J];編輯之友;2010年02期

3 孫衛(wèi)華;張慶永;;微博客傳播形態(tài)解析[J];傳媒觀察;2008年10期

4 喻國明;歐亞;張佰明;王斌;;試論微博的中國本土化發(fā)展戰(zhàn)略——一種基于用戶培育的差異化競爭[J];當(dāng)代傳播;2010年02期

5 楊曉茹;;傳播學(xué)視域中的微博研究[J];當(dāng)代傳播;2010年02期

6 徐晉;張祥建;;平臺經(jīng)濟學(xué)初探[J];中國工業(yè)經(jīng)濟;2006年05期

7 王宏濤;陸偉剛;;基于雙邊市場理論的互聯(lián)網(wǎng)定價模式與反壟斷問題研究[J];華東經(jīng)濟管理;2012年06期

8 譚清明;;淺談微博盈利模式[J];華章;2011年27期

9 趙亮;程靜薇;;基于雙邊市場理論的廣播影視版權(quán)交易平臺市場策略研究[J];新聞界;2011年05期

10 謝耘耕;萬旋傲;于鵬亮;;2011年中國企業(yè)微博報告[J];新聞界;2012年08期

，

本文編號：1826809