【摘要】：近年來(lái),隨著新媒體技術(shù)的迅猛發(fā)展,傳播媒介的更新速度也隨之加快,不斷涌現(xiàn)出新的傳播平臺(tái)。其中,微博的出現(xiàn)可謂是異軍突起,其成本低、速度快、互動(dòng)性強(qiáng)、傳播力廣等特點(diǎn)及方式引得人們?nèi)找骊P(guān)注。微博所凝聚的巨大數(shù)目的用戶和傳播力帶來(lái)了意想不到的效應(yīng),相對(duì)而言,企業(yè)微博營(yíng)銷是一個(gè)新話題。雖然越來(lái)越多的企業(yè)意識(shí)到微博對(duì)營(yíng)銷存在的巨大意義和價(jià)值,但是對(duì)于如何在官方微博上開(kāi)展?fàn)I銷活動(dòng),仍缺少行之有效的創(chuàng)新策略與Ⅵ設(shè)計(jì)。筆者正是從這一社會(huì)背景和現(xiàn)實(shí)出發(fā),以企業(yè)微博和典型案例為例,結(jié)合營(yíng)銷學(xué)、設(shè)計(jì)學(xué)和傳播學(xué)中的相關(guān)理論知識(shí)和實(shí)證數(shù)據(jù),探討企業(yè)官方微博的營(yíng)銷策略及Ⅵ應(yīng)用設(shè)計(jì)。 本文首先對(duì)微博、微博營(yíng)銷、企業(yè)官方微博等概念以及企業(yè)已有實(shí)踐進(jìn)行了梳理與評(píng)述；其次對(duì)企業(yè)官方微博營(yíng)銷策略進(jìn)行了研究,著重對(duì)定位營(yíng)銷策略、內(nèi)容營(yíng)銷策略、口碑營(yíng)銷策略、互動(dòng)營(yíng)銷策略展開(kāi)了深度探析；再次對(duì)企業(yè)官方微博Ⅵ應(yīng)用設(shè)計(jì)進(jìn)行了探討,主要包括首頁(yè)板塊設(shè)計(jì)、模塊應(yīng)用設(shè)計(jì)等；最后對(duì)地產(chǎn)企業(yè)-港匯恒隆地產(chǎn)官方微博營(yíng)銷進(jìn)行了實(shí)證研究。其宗旨在于通過(guò)對(duì)各研究機(jī)構(gòu)發(fā)布的數(shù)據(jù)和典型案例分析,探析了企業(yè)官方微博對(duì)企業(yè)品牌形象塑造中的應(yīng)該注意和避免的關(guān)鍵點(diǎn),并提出了切實(shí)有效的企業(yè)官方微博營(yíng)銷和Ⅵ設(shè)計(jì)的理念、原則、策略、方法及建議,對(duì)微博營(yíng)銷實(shí)際操作具有一定的理論指導(dǎo)意義,為企業(yè)實(shí)戰(zhàn)提供參考。
[Abstract]:In recent years, with the rapid development of new media technology, the speed of media renewal has been accelerated, and new communication platforms have been emerging. Among them, the emergence of Weibo is a sudden rise, its low cost, fast, interactive, wide spread and other characteristics and methods have attracted increasing attention. Weibo's huge number of users and communication force has brought unexpected effects, relatively speaking, the enterprise Weibo marketing is a new topic. Although more and more enterprises realize the great significance and value of Weibo to marketing, there is still a lack of effective innovation strategy and 鈪，

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