LSH公司微博营销策略研究

发布时间：2018-04-04 10:34

本文选题：微博　切入点：微博营销　出处：《山东大学》2013年硕士论文

【摘要】：2010年以后微博在国内得到了爆炸式的发展,成为社交网站、博客等又一个重要的交流互动平台。企业的微博营销也就开始于微博的兴起和渐趋盛行。与此同时腾讯网、新浪网、搜狐网等等门户网站也开始着手打造自己的微博。微博不仅为人们创造了在很多方面都优于现有媒体的营销平台,更重要的是搭建了-个更快捷、更便利的沟通平台。传统的营销方式开始逐渐落后与时代发展的脚步,一种全新的新媒体营销方式-微博营销已经开始悄然兴起。微博成为公司营销的新工具,相比较传统营销方式而言,微博营销可以更快速地帮助公司建立起顾客忠诚度,发现潜在客户,实行精准营销。但是新事物的出现也必将会带来新的挑战。鉴于此,本文从微博营销角度出发,首先分析企业微博营销的概念及4C理论,整合营销理论,病毒式营销理论,直复营销理论,关系营销理论。又基于LSH的内环境分析,透视了工程机械行业的微博营销现状,提出LSH推行微博营销的必要性。结合行业特点及公司现状创新性的提出LSH公司微博营销的四大策略：微博营销的品牌推广策略,微博营销与网络资源整合营销策略,线上线下相结合的微博营销策略,服务营销策略以及名人代言策略。并针对LSH公司的微博营销策略提出具体的实施方案,以及风险的防范和控制。
[Abstract]:Weibo has been exploding in China since 2010, and has become another important interactive platform for social networking sites, blogs and so on.The Weibo marketing of the enterprise also begins with the rise and the gradual vogue of Weibo.At the same time QQ.com, Sina, Sohu and other portals began to build their own Weibo.Weibo has not only created a marketing platform that is superior to the existing media in many ways, but also built a faster and more convenient communication platform.The traditional marketing mode has started to lag behind and develop step by step of the times. Weibo marketing, a new new media marketing method, has started to rise quietly.Weibo has become a new marketing tool for the company. Compared with the traditional marketing mode, Weibo marketing can help the company establish customer loyalty, find potential customers, and carry out accurate marketing more quickly.But the emergence of new things is bound to bring new challenges.In view of this, this article starts from Weibo marketing angle, first analyzes the concept and the 4C theory of the enterprise Weibo marketing, integrates the marketing theory, the virus type marketing theory, the direct reply marketing theory, the relational marketing theory.Based on the analysis of the internal environment of LSH, this paper analyzes the current situation of Weibo's marketing in construction machinery industry, and points out the necessity for LSH to carry out Weibo's marketing.According to the characteristics of the industry and the current situation of the company, this paper puts forward four strategies of Weibo's marketing in LSH Company: the brand promotion strategy of Weibo marketing, the integrated marketing strategy of Weibo marketing and network resources, and the online and offline Weibo marketing strategy.Service marketing strategy and celebrity endorsement strategy.And put forward the concrete implementation plan for Weibo marketing strategy of LSH company, as well as the prevention and control of risk.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.4

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