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  本文關鍵詞： 微博 微博營銷 營銷策略 商業(yè)化　出處：《河南大學》2012年碩士論文　論文類型：學位論文

【摘要】：作為新興的傳播平臺，微博在國內(nèi)成立僅不到四年便表現(xiàn)出了飛速發(fā)展的勢頭。集社交功能與信息傳播功能為一體的微博在逐漸成為“全民發(fā)聲地”、“輿論導向儀”的同時，也呈現(xiàn)出了商業(yè)化價值。 微博營銷作為市場化營銷的新形式，雖然伴隨著微博發(fā)展進程僅僅在近幾年才興起，但在國外已出現(xiàn)了以戴爾為代表的，運用微博營銷的高級用戶，在國內(nèi)也不乏由凡客、中糧等一批企業(yè)創(chuàng)造的微博營銷經(jīng)典案例，其表現(xiàn)出的巨大潛力已引起了業(yè)界和學界的普遍關注。所以，本論文的研究方向便是，希望通過理論結(jié)合實例的方式，更好得了解什么是微博營銷，企業(yè)如何進行微博營銷，以及微博營銷未來的發(fā)展方向。 本文首先介紹了微博從誕生于2006年的Twitter，到如今國內(nèi)兩個最大的微博平臺——新浪微博和騰訊微博的發(fā)展歷程。在分析了微博的含義、傳播機制、要素和功能后，從而引出了微博傳播的特點。當前，微博在國內(nèi)外已享有極大的影響力和關注度，本文例舉了傅蔚岡激情微博認捐和郭美美微博炫富兩個近年來熱議的由微博產(chǎn)生的話題，從側(cè)面表現(xiàn)出了微博影響力的強大。 隨后，本文引出了營銷的含義、常見形式及其特點。通過從內(nèi)容更新、廣告植入、活動營銷、客服平臺、軟文營銷這五大微博營銷形式的分析，與傳播快、廣泛性、互動性、精準性四大特點的描述，希望能從總體上概括出微博營銷這一新興營銷方式的輪廓。 然后，文章分析了微博的互動營銷策略、情感營銷策略、整合營銷策略、博文營銷策略等幾種常用的微博營銷策略，并結(jié)合凡客、中糧兩個企業(yè)的成功營銷案例，生動闡釋了營銷策略助推企業(yè)宣傳的作用。 最后，本文構(gòu)想了未來微博營銷發(fā)展的前景、困境與策略。我國微博當前的用戶集中在高階層，低年齡段和強輿論引導力的人群。這些用戶將是未來微博發(fā)展的主力軍，對提升用戶數(shù)量、完善內(nèi)容機制有著積極的推動作用。同時，由于中小企業(yè)近年來受到的政策、經(jīng)濟支持，發(fā)展迅速，急需微博這種低門檻、高傳播率的營銷平臺為其宣傳，這也成為微博營銷未來發(fā)展的基礎。雖然微博營銷發(fā)展迅速，但也存在著用戶媒介素養(yǎng)缺失、網(wǎng)絡技術不完善和專業(yè)人才缺乏等問題。微博開放的分享平臺，不僅為有價值信息提供了傳播渠道，也讓一些虛假惡意信息快速影響社會，難免造成不良影響，也對微博營銷的權威性起到威脅。相對滯后的網(wǎng)絡技術發(fā)展，不能滿足人們對營銷中信息量、吸引度等要求。非專業(yè)人員的策劃操作也會減低工作效用，使企業(yè)浪費資本。這些都會造成微博營銷發(fā)展受阻。因此，，文章總結(jié)了一些解決困境的策略。政府、運營商和用戶需要多方合作，起到監(jiān)管微博信息的作用。探索完善微博中搜索引擎、數(shù)據(jù)庫等優(yōu)化微博營銷網(wǎng)絡的技術，能夠助力企業(yè)了解自身的目標用戶，實現(xiàn)精準營銷。同時，重視吸收和培養(yǎng)微博營銷人才，形成專業(yè)的營銷團隊，也是發(fā)展微博營銷的必要內(nèi)容。
[Abstract]:As a new communication platform, micro-blog in China set up only in less than four years showed a rapid development momentum. In the social function and the function of information communication as one of the micro-blog has gradually become a "universal voice", "public opinion instrument" at the same time, also presented the commercial value.
A new form of micro-blog marketing as a marketing, although with the micro-blog development process emerged only in the last few years, but in foreign countries have been represented by DELL, advanced users use micro-blog marketing in China, also by customer, micro-blog marketing classic case of a batch of enterprises such as COFCO creation, great potential the show has attracted widespread attention in the industry and academia. Therefore, it is the research direction of this dissertation, through combining theory and examples of the way to better understand what is the micro-blog marketing, how to carry out the micro-blog marketing enterprise, micro-blog marketing and development direction in the future.
This paper first introduces the micro-blog from Twitter was born in 2006, to the development of the domestic two largest micro-blog platform - Sina micro-blog and Tencent micro-blog today. In the analysis of the meaning of micro-blog, communication mechanism, elements and functions, which leads to the characteristics of micro-blog communication. At present, micro-blog at home and abroad have enjoyed influence and great attention, this paper cites the Fu Yugang micro-blog and Jocie Guo micro-blog show passion for two years a hot topic produced by micro-blog, from the side to show the powerful influence of micro-blog.
Then, this paper introduces the meaning of marketing, common forms and features. Through content updates, product placement, event marketing, customer service platform, marketing analysis of the five micro-blog marketing form, and spread fast, wide, interactive, accurate description of the four features, hope to generalize this a new marketing method, micro-blog marketing profile on the whole.
Then, this paper analyzes the interactive marketing strategy of micro-blog, marketing strategy, marketing strategy, marketing strategy and other commonly used several kinds of blog marketing strategy of micro-blog, and the combination of all two enterprises, COFCO's successful marketing case, vividly illustrates the marketing strategy to boost the enterprise publicity effect.
Finally, this paper presents the concept of micro-blog marketing development prospects in the future, difficulties and strategies. In China, micro-blog current user centered in the high level, the guiding force of low age and strong public opinion of people. These users will be the main force in the future development of micro-blog, to enhance the number of users, improve the content of mechanism has a positive role in promoting. At the same time, due to the small and medium-sized enterprises in recent years by the policy, economic support, rapid development, micro-blog need this low threshold, high transmission rate marketingplatform for its propaganda, which has become the basis for future development of micro-blog marketing. Although micro-blog marketing has developed rapidly, but there are also users of media literacy lack, lack of network technology is not perfect and professional personnel. The micro-blog open sharing platform, not only provide valuable information to provide the communication channels, but also to the rapid social effects of some false malicious information, will inevitably result in adverse effects, but also on the micro Authoritative blog marketing plays a threat. Network technology development is lagging behind, unable to meet the people in the marketing information, to attract other requirements. Non professional personnel planning operation will reduce the workefficiency, to enable enterprises to waste capital. All these will cause the micro-blog marketing developmentsuffocate. Therefore, this article summarizes some solve the dilemma the strategy. The government, operators and users need to multi-party cooperation and play a supervisory role. Explore and improve the information of micro-blog search engine micro-blog, micro-blog marketing network database optimization technology, can help enterprises to understand their target customers, achieve precision marketing. At the same time, pay attention to absorb and develop the micro-blog marketing talent, formed a professional the marketing team, it is the essential content of micro-blog marketing development.

【學位授予單位】：河南大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：G206.3

【參考文獻】

相關期刊論文 前1條

1 匡文波;論網(wǎng)絡傳播學[J];國際新聞界;2001年02期

本文編號：1529603