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1、新媒體時(shí)代下的企業(yè)微博品牌營(yíng)銷傳播研究摘要隨著39技術(shù)對(duì)人們生活的滲透與延展,當(dāng)今社會(huì)已從傳統(tǒng)的信息化網(wǎng)絡(luò)時(shí)代過渡Nt£,J新式的工具化時(shí)代。自從戴爾在Twitter上的營(yíng)銷獲得成功后,全世界范圍內(nèi)都掀起了一場(chǎng)微博品牌營(yíng)銷的浪潮。在國(guó)內(nèi),雖然不少企業(yè)紛紛加入微博品牌營(yíng)銷的隊(duì)伍中,但對(duì)于如何運(yùn)用微博進(jìn)行品牌傳播,國(guó)內(nèi)企業(yè)仍然處于摸索階段。本文通過對(duì)微博品牌營(yíng)銷理論的梳理,在調(diào)查國(guó)內(nèi)新浪微博上的五大企業(yè)品牌營(yíng)銷傳播現(xiàn)狀之后,結(jié)合傳播學(xué)經(jīng)典理論,分析了目前國(guó)內(nèi)企業(yè)運(yùn)營(yíng)微博進(jìn)行品牌營(yíng)銷所存在的問題,并提出具體應(yīng)對(duì)策略。本文認(rèn)為國(guó)內(nèi)企業(yè)微博品牌營(yíng)銷傳播應(yīng)該采取以下策略:首先,企業(yè)要
2、基于傳播內(nèi)容本身,在微博上進(jìn)行與自身價(jià)值定位相符的優(yōu)質(zhì)信息分享,從而傳播企業(yè)文化和品牌價(jià)值;其次,將品牌擬人化,通過情感營(yíng)銷的方式與微博受眾、意見領(lǐng)袖建立情感關(guān)系,從而在潛移默化的互動(dòng)溝通中進(jìn)行品牌傳播;第三,注重線上線下相結(jié)合的營(yíng)銷方式,善于運(yùn)用微博的功能與特色進(jìn)行品牌傳播,進(jìn)而開創(chuàng)品牌營(yíng)銷傳播新渠道;最后,整合多方資源并巧妙融合于營(yíng)銷活動(dòng)中,進(jìn)而擴(kuò)大品牌營(yíng)銷影響力。本文創(chuàng)新之處在于結(jié)合當(dāng)前最流行的社會(huì)化媒體形態(tài),以經(jīng)濟(jì)學(xué)為背景研究,將傳播學(xué)理論運(yùn)用到微博品牌營(yíng)銷傳播中,從而為新媒體時(shí)代下的企業(yè)品牌營(yíng)銷傳播作出探索性的研究。關(guān)鍵詞:微博;微博品牌營(yíng)銷;品牌傳播;新浪微博
3、awaveofmicrobloggingbrandmarketingintheworldwide.InChina,althoughmanyenterpriseshavejoinedtheranksofmicrobloggingbrandmarketing,howtousemicrobloggingforbrandcommunications,isstillanimportantproblemfordomesticenterprisesintheexploratorystage.Basedonthetheoryofmicrobloggingbrandmarketingand
4、theinvestigationoffivebrandsmarketingcommunicationondomesticSina'smircblog,thisthesisistoanalysthecurrentproblemsinmicrobloggingbrandmarketingofdomesticenterprises.Meanwhile.combinatedwitlltheclassicalcommunicationtheory,therehavesomeconcretedcopingstrategiesproposedinthethesis.Domesticmi
5、rerobloggingbrandmarketingcommunicationshouldtakethefollowingstrategies:First,Oilthebasisofcommuicatedcontent,enterprisesshouldsharesomevaluableinformationwithaudience,thusspreadthecultureofenterpriseandbrandvalue.Secondly,enterprisesCanconstructemotionalmarketingwithmircrobloggingaudienc
6、eandopinionleadersbybrandpersonification,whichcontinuetocommunicatebrandcultureinsubtleThirdly,focusingonthecombinationofonlineandofflinemarketing,corporatesmustbegoodatusingthemicrobloggingfunctionandfeaturestocommunicatetlleirbrands,whichcreatenewchannelforbrandmarketingcommunications.F
7、inally,謝也theintegrationofmultipleintemetresourcesandmarketingactivities,enterprisescallexpandthebrandmarketinginfluence.Theinnovationofthisthesisistoapplyclassicalcommunicationtheoriestothemicrobloggingbrandmarketingcommunicationsinthebackgroundofeconomics.Atthesame