資源描述：
《基于微博的網(wǎng)絡(luò)營(yíng)銷(xiāo)策略研究》由會(huì)員上傳分享，免費(fèi)在線閱讀，更多相關(guān)內(nèi)容在工程資料-天天文庫(kù)。
1、基于微博的網(wǎng)絡(luò)營(yíng)銷(xiāo)策略研究摘要近年來(lái)，微博這一兼具媒體屬性和社交功能的新型網(wǎng)絡(luò)應(yīng)用呈現(xiàn)出爆發(fā)式的成長(zhǎng)，人們攝取信息的習(xí)慣也隨之改變，同時(shí)也催生了微博營(yíng)銷(xiāo)這一營(yíng)銷(xiāo)溝通方式。越來(lái)越多的企業(yè)通過(guò)官方微博與公眾互動(dòng)，以此來(lái)挖掘微博營(yíng)銷(xiāo)的價(jià)值。企業(yè)已經(jīng)開(kāi)始意識(shí)到微博的重要性，并嘗試開(kāi)展微博營(yíng)銷(xiāo)活動(dòng)，雖然有少數(shù)企業(yè)的微博營(yíng)銷(xiāo)取得了不錯(cuò)的效果，但更多的卻是收效甚微。本文旨在通過(guò)研究微博及微博營(yíng)銷(xiāo)，分析當(dāng)前企業(yè)的微博營(yíng)銷(xiāo)現(xiàn)狀以及所存在的問(wèn)題，并針對(duì)問(wèn)題提出相應(yīng)的對(duì)策。在內(nèi)容的安排上，首先，對(duì)網(wǎng)絡(luò)營(yíng)銷(xiāo)的定義背景進(jìn)行介紹，分析與傳統(tǒng)營(yíng)銷(xiāo)的異同點(diǎn)。其次，對(duì)微
2、博及微博營(yíng)銷(xiāo)進(jìn)行概述，研究國(guó)內(nèi)外微博營(yíng)銷(xiāo)的現(xiàn)狀。第三，結(jié)合我國(guó)企業(yè)微博營(yíng)銷(xiāo)現(xiàn)狀，指出其存在的問(wèn)題。第四，提出解決問(wèn)題的對(duì)策一內(nèi)容創(chuàng)新、微博互動(dòng)、制定戰(zhàn)略規(guī)劃、情感營(yíng)銷(xiāo)四個(gè)方面。第五，對(duì)凡客誠(chéng)品的微博營(yíng)銷(xiāo)進(jìn)行案例分析。最后，對(duì)本文進(jìn)行總結(jié)，企業(yè)應(yīng)深入探索微博對(duì)于企業(yè)營(yíng)銷(xiāo)的價(jià)值,將微博營(yíng)銷(xiāo)納入企業(yè)整體營(yíng)銷(xiāo)策略體系。關(guān)鍵i司：微博；微博營(yíng)銷(xiāo)；策略Researchonnetworkmarketingstrategybasedonmicro?blogAbstractInrecentyears,Micro?blogisanewInternetapp
3、licationwithsocialnetworkingfeaturesandmediaproperties,showingexplosivegrowth.Thehabitsofpeoplegettinginformationarechanging.ltnotonlyenablespeople,intheirfast-pacedlife,toobtainanenormousamountofinformationwithonlyafewfragmentarytimeandgreatlyfacilitatesthecommunication
4、switheachother,butalsogivesrisetoanewmodeofmarketing,namelythemicro-blogmarketing.Moreandmoreenterprisesthroughofficialmicro?bloginteractwiththepublic,inordertotapthevalueofmicro-blogmarketing.Enterpriseshavebeguntorealizetheimportanceofmicro-blog,andtrytocarryoutmicro-b
5、logmarketingactivities,althoughafewcompaniesmicro?blogmarketingachievedgoodresults,butmorewaslittleeffect.Thispaperaimstostudythemicro?blogandmicro?blogmarketing,analysisofthecurrentstatusoftheenterprisemicro-blogmarketingandtheproblemsthatexistandtoproposeappropriatecou
6、ntermeasuresagainsttheproblem.Inthearrangementofthecontents,firstofall,thedefinitionofnetworkmarketingandthebackgroundareintroducedtoanalyzethesimilaritiesanddifferenceswithtraditionalmarketing.Secondly,micro-blogandmicro-blogmarketingoverview,researchstatusathomeandabro
7、admicro-blogmarketing.Third,thecombinationofenterprisemicro-blogmarketingsituation,pointingoutitsproblems.Fourth,theproposedthesolutionstothisproblem?contentcreation,micro-bloginteraction,strategicplanning.Fifth,VANCLmicro-blogmarketingcasestudies.Finally,thispapersummar
8、izes,enterprisesshouldfurtherexplorethevalueoftheenterprisemicro-blogmarketing,micro?blogmarketingintot
