兰州放下咖啡公司微博营销的案例研究

发布时间：2018-04-28 12:28

本文选题：微博营销 + 中小企业　；参考：《兰州大学》2013年硕士论文

【摘要】：随着信息社会的迅猛发展,网络营销成为了企业营销的一个主要手段。而微博作为一种网络的新势力,它的火热便催生了与之相关的营销方式,即微博营销。微博营销在企业营销过程中已经逐渐显现出它的重要性,发展势头令人惊叹。作为中小企业,尤其是产品服务销售型行业,在起步之初,尽管有着很好的产品理念,但由于受到财力、人力、物力等客观因素的限制,只能将企业的地址或者店面选择到比较偏僻、客流量较少的地段,并且用于广告宣传的资金也极其有限。这样一来,如何推广自己的企业(店面)就成了一个迫在眉睫的问题。而微博恰恰为中小企业提供了一个全新的、低成本的营销模式,一个适合其展开营销活动的平台,将中小企业推向市场的最前端,与消费者进行直接接触,从而使企业与客户的沟通变得清晰、有效、低成本。本文以兰州放下咖啡公司为研究对象,对快速消费品行业的微博营销进行了研究。首先阐述了微博营销的理论基础,然后介绍了兰州放下咖啡公司微博营销的具体情况,进而对该公司的微博营销进行了优、缺点两方面的分析。通过对该公司微博营销案例的研究,最终得出：微博可以帮助中小企业节约营销成本,提高营销效率,是中小企业与消费者互动、培养客户的重要途径,是为其进行营销量身定做的平台。本文对于中小企业微博营销的探索突出了微博在网络营销时代的巨大作用,为中小企业微博营销未来的发展提供了依据与思路。
[Abstract]:With the rapid development of information society, network marketing has become a major means of enterprise marketing. Weibo, as a new network force, its hot spawn with its related marketing methods, that is, Weibo marketing. Weibo marketing in the enterprise marketing process has gradually shown its importance, the momentum of development is amazing. As a small and medium-sized enterprise, especially the product and service sales industry, at the beginning of its development, although it has a very good product concept, it is restricted by objective factors, such as financial, human and material resources, etc. Can only choose the business address or store to the more remote, less passenger traffic, and for advertising funds are extremely limited. As a result, how to promote their own enterprises (stores) has become an urgent problem. And Weibo has precisely provided a brand new, low-cost marketing model for small and medium-sized enterprises, a platform suitable for their marketing activities, to push SMEs to the front end of the market, and to engage directly with consumers. Thus, the communication between enterprises and customers becomes clear, effective and low cost. In this paper, Lanzhou put down coffee company as the research object, the fast-moving consumer goods industry Weibo marketing was studied. This paper first expounds the theoretical basis of Weibo's marketing, then introduces the concrete situation of the Lanzhou-put down coffee company Weibo's marketing, and then analyzes the advantages and disadvantages of this company's Weibo marketing. Through the study of Weibo marketing case of the company, it is concluded that Weibo can help small and medium-sized enterprises save marketing cost, improve marketing efficiency, and is an important way for SMEs to interact with consumers and cultivate customers. Is for its marketing tailor-made platform. In this paper, the exploration of Weibo marketing for small and medium-sized enterprises highlights the great role of Weibo in the era of network marketing, and provides a basis and train of thought for the future development of the marketing of medium and small enterprises Weibo.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.82

【相似文献】