本文選題：營銷 + 汽車行業(yè)�。� 參考：《長春理工大學》2013年碩士論文

【摘要】：微博營銷受到眾多企業(yè)的青睞,微博寫作成為了企業(yè)微博營銷成敗的重要因素。從汽車行業(yè)企業(yè)微博可以看出,企業(yè)微博具有主觀性強于客觀性、計劃性強、目的性強的特點,并以其寫作受體與目標受眾契合度高,寫作內(nèi)容與線下活動結(jié)合緊密,寫作平臺優(yōu)勢明顯、易于傳播等優(yōu)勢被廣泛應(yīng)用。但其微博寫作受體定位不準,寫作內(nèi)容把握不準,寫作技巧性不強,寫作主體素養(yǎng)不足的局限性也日益凸顯,成為汽車行業(yè)企業(yè)微博營銷的障礙。本文通過營銷學和寫作學的融合來全面探討營銷目標下的汽車行業(yè)企業(yè)微博的寫作環(huán)節(jié),包括根據(jù)營銷策劃,確定寫作目標；細分微博受眾,確定寫作受體；依據(jù)營銷手段,確定寫作內(nèi)容；根據(jù)寫作內(nèi)容,靈活選用文體；立足產(chǎn)品定位,確定文本風格。在此基礎(chǔ)上,汽車行業(yè)企業(yè)微博的寫作,應(yīng)遵循在內(nèi)容、語言、文化、表現(xiàn)方式方面的要求,規(guī)避寫作帶來的風險性；同時還應(yīng)掌握在謀篇布局、表達方式、遣詞造句、修辭手法上的寫作技巧。車企微博能否達到最佳的營銷和傳播效果,歸根到底取決于寫作主體的素養(yǎng),寫作主體須具有完備的知識構(gòu)成、良好的媒介素養(yǎng)、熟練的語言文字能力、敏銳深刻的洞察力和靈活變通的公關(guān)能力。
[Abstract]:Weibo marketing is favored by many enterprises, and Weibo writing has become an important factor in the success or failure of Weibo marketing. It can be seen from the automobile industry enterprise Weibo that the enterprise Weibo has the characteristics of subjectivity than objectivity, strong planning and strong purpose, and its writing acceptor has a high degree of correspondence with the target audience, and the writing content is closely combined with offline activities. Writing platform advantages are obvious, easy to spread and other advantages are widely used. But its Weibo writing receptor positioning, writing content uncertainty, writing skill is not strong, the limitations of writing subject literacy is also increasingly prominent, which has become an obstacle to the Weibo marketing of automotive enterprises. Through the integration of marketing and writing, this paper comprehensively discusses the writing links of automobile industry Weibo under the marketing target, including determining the writing target according to the marketing plan, subdividing the audience of Weibo, determining the writing receptor, according to the marketing means, To determine the content of writing, according to the content of writing, flexible choice of style, based on product positioning, to determine the style of the text. On this basis, the automobile industry enterprise Weibo writing, should follow in the content, the language, the culture, the expression way aspect request, avoids the risk which the writing brings, also should master in the article layout, the expression way, the choice of words and sentences, Rhetorical writing skills Whether the car enterprise Weibo can achieve the best marketing and communication effect depends on the literacy of the writing subject, who must have a complete knowledge structure, good media literacy, proficient language and writing ability. Keen insight and flexible PR skills.
【學位授予單位】：長春理工大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：H15;G206

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本文編號：2114353