基于微博模式的城市品牌营销

发布时间：2018-03-07 23:37

本文选题：微博　切入点：城市品牌　出处：《学术交流》2013年11期 　论文类型：期刊论文

【摘要】：微博作为个人信息即时共享的综合平台,凭借其强大的互动、核裂变传播功能,在互联网营销的新时代初露锋芒。城市微博营销是指借助微博平台为城市创造价值而采取的一种营销方式,目前,存在着政务微博、旅游微博和民间微博三种类型。在微博营销蔚然成风的当今时代,塑造城市品牌形象应实施的策略为:1.明确城市微博营销中、长期战略目标,适时调整营销策略,对传播效能做出科学评估,使之切实肩负起塑造城市品牌形象的重任。2.在微博营销的内容上,策划用户喜闻乐见的话题版块,以新颖、犀利、跳跃、幽默、亲切的不同语言风格和图文并茂、生动活泼的表现形式,使所传播的内容融入城市精神,披露的信息具有权威性、独家性和连续性,进而提升用户参与度和粉丝活跃度。3.在注重微博营销关系互动、焕发运营能力的同时,完善舆论监督制度,提高舆论引导能力,建立政府职能部门对舆论监督的快速反应机制,以保证对微博营销危机的成功应对。
[Abstract]:Weibo, as a comprehensive platform for the immediate sharing of personal information, with its powerful interaction, nuclear fission transmission function, In the new era of Internet marketing, urban Weibo marketing is a kind of marketing method to create value for the city with the help of Weibo platform. Three types of tourism Weibo and private Weibo. In the era of Weibo marketing, the strategy that should be implemented in shaping the brand image of the city is: 1. Make clear the long-term strategic objectives in the marketing of the city, adjust the marketing strategy at the right time. To make a scientific evaluation of communication effectiveness, so that it can effectively shoulder the responsibility of shaping the city's brand image. 2. On the content of Weibo's marketing, plan the topic section that users like to see, in order to be novel, sharp, jumping, humorous, Friendly, different language styles and vivid and lively forms of expression, so that the spread of content into the spirit of the city, the disclosure of information with authority, exclusivity and continuity, While focusing on the interaction of Weibo's marketing relationship and coruscating operation ability, we should improve the supervision system of public opinion, improve the ability of guiding public opinion, and establish a quick reaction mechanism of government functional departments to supervision of public opinion. To ensure a successful response to Weibo's marketing crisis.
【作者单位】：闽南师范大学新闻传播学院;
【基金】：2012年度福建省哲学社会科学规划基金青年项目“海西城市品牌形象传播研究”(2012C062) 闽南师范大学科学研究资助项目(SJ1107)的阶段性成果
【分类号】：G206.3

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