锦州爱丽丝化妆品连锁店微博营销策略研究
发布时间：2019-03-13 14:27
【摘要】：许多企业把微博TWITTER作为营销的平台，其营销价值日益受到企业的认可。2009年8月，我国新浪微博推出内测版，成为门户网站第一家提供微博服务的网站，随后，各大门户网站也相继推出了微博服务，微博正式进入了中文上网主流人群视野。国内各企业也纷纷试水新浪微博，利用微博展开营销，微博成为近两年来传播界和营销界最热的话题。微博在国内发展迅速，成为继博客、社交网站之后又一重要的交流平台。同时新浪、搜狐、腾讯等各大门户网站也都大力布局微博。微博不仅为人们更快捷便利的沟通搭建了前所未有的平台，同时也创造了在很多方面优于现有媒体的营销平台。传统的营销方式往往跟不上时代的发展，微博的出现和发展已经促使一种全新的新媒体营销方式出现，那就是微博营销。 微博营销是利用微博这种网络应用形式开展营销的工具，是公司或者企业利用博客这种网络交互平台，发布并更新企业或公司的相关概况及信息。并且密切关注并及时回复平台客户对于企业的相关疑问以及咨询，已达到宣传目的的营销手段，对企业在电子商务环境开展网络营销与其他网络营销手段相比有着独特的应用价值。它的最根本的作用就是通过微博营销来传递信息和知识来影响消费者的行为和购买心理。 微博成为了B2C企业营销的新工具，相比较传统营销方式而言，，微博营销可以更快捷地帮助企业建立起顾客的忠诚度，因此微博将成为B2C企业重要的战场，但是新事物的出现也必将带来新的挑战。 基于此，本文从微博营销角度出发，首先分析了B2C企业微博营销的理论依据及发展状况，其次结合锦州爱丽丝化妆品连锁店的微博营销，对B2C企业微博营销进行调查，并做SWOT分析，最后从企业市场定位，市场目标分析，营销传播、营销手段等方面，对B2C企业微博营销提出相应的对策和建议。 全文结构章节安排如下：绪论部分介绍了本文的研究背景、意义、研究内容和研究结构。第二部分概述了锦州爱丽丝化妆品微博营销的现状和存在的问题，第三部分用运用SWOT方法分析了微博营销的内外部环境。第四部分提出了锦州爱丽丝化妆品微博营销的策略制定，进而提升企业的核心竞争力。
[Abstract]:Many enterprises use Weibo TWITTER as a marketing platform, its marketing value is increasingly recognized by enterprises. In August 2009, China's Sina Weibo launched an internal test version, becoming the first portal website to provide Weibo services, and then, Major portals have also launched Weibo services, Weibo formally entered the mainstream of Chinese online vision. Domestic enterprises have also tested Sina Weibo, using Weibo to launch marketing, Weibo has become the hottest topic in the media and marketing circles in the past two years. Weibo developed rapidly in China and became an important communication platform after blog and social networking site. At the same time Sina, Sohu, Tencent and other major portal sites are also vigorously layout Weibo. Weibo not only built an unprecedented platform for people to communicate more quickly and conveniently, but also created a marketing platform that is superior to the existing media in many ways. The traditional marketing methods often can not keep pace with the development of the times. Weibo's appearance and development have promoted a brand-new marketing mode of new media, that is Weibo marketing. Weibo marketing is a marketing tool which uses Weibo as a form of network application. It is a company or enterprise which uses blog as a network interactive platform to publish and update the relevant information and general situation of the enterprise or company. And pay close attention to and respond in time to the relevant questions and consultations of the platform customers about the enterprise, and marketing means that have achieved the purpose of publicity, Compared with other e-marketing methods, e-marketing in e-commerce environment has unique application value. Its most fundamental role is to pass information and knowledge through Weibo marketing to influence consumers' behavior and buying psychology. Weibo has become a new marketing tool for B2C enterprises. Compared with traditional marketing methods, Weibo marketing can help enterprises to build customer loyalty more quickly, so Weibo will become an important battlefield for B2C enterprises. But the emergence of new things will also bring new challenges. Based on this, from the angle of Weibo marketing, this paper first analyzes the theoretical basis and development of Weibo marketing in B2C enterprise. Secondly, combining with Weibo marketing of Alice cosmetics chain in Jinzhou, the paper makes an investigation on Weibo marketing of B2C enterprise. And do SWOT analysis, finally from the enterprise market positioning, market objective analysis, marketing communication, marketing means and other aspects, to B2C enterprise Weibo marketing countermeasures and suggestions. The full text structure chapter is arranged as follows: the introduction part introduces the research background, significance, research content and research structure of this paper. The second part summarizes the current situation and existing problems of Weibo marketing of Jinzhou Alice cosmetics. The third part analyzes the internal and external environment of Weibo marketing by using SWOT method. The fourth part put forward Jinzhou Alice cosmetics Weibo marketing strategy formulation, and then promote the core competitiveness of the enterprise.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.72
本文编号：2439476
[Abstract]:Many enterprises use Weibo TWITTER as a marketing platform, its marketing value is increasingly recognized by enterprises. In August 2009, China's Sina Weibo launched an internal test version, becoming the first portal website to provide Weibo services, and then, Major portals have also launched Weibo services, Weibo formally entered the mainstream of Chinese online vision. Domestic enterprises have also tested Sina Weibo, using Weibo to launch marketing, Weibo has become the hottest topic in the media and marketing circles in the past two years. Weibo developed rapidly in China and became an important communication platform after blog and social networking site. At the same time Sina, Sohu, Tencent and other major portal sites are also vigorously layout Weibo. Weibo not only built an unprecedented platform for people to communicate more quickly and conveniently, but also created a marketing platform that is superior to the existing media in many ways. The traditional marketing methods often can not keep pace with the development of the times. Weibo's appearance and development have promoted a brand-new marketing mode of new media, that is Weibo marketing. Weibo marketing is a marketing tool which uses Weibo as a form of network application. It is a company or enterprise which uses blog as a network interactive platform to publish and update the relevant information and general situation of the enterprise or company. And pay close attention to and respond in time to the relevant questions and consultations of the platform customers about the enterprise, and marketing means that have achieved the purpose of publicity, Compared with other e-marketing methods, e-marketing in e-commerce environment has unique application value. Its most fundamental role is to pass information and knowledge through Weibo marketing to influence consumers' behavior and buying psychology. Weibo has become a new marketing tool for B2C enterprises. Compared with traditional marketing methods, Weibo marketing can help enterprises to build customer loyalty more quickly, so Weibo will become an important battlefield for B2C enterprises. But the emergence of new things will also bring new challenges. Based on this, from the angle of Weibo marketing, this paper first analyzes the theoretical basis and development of Weibo marketing in B2C enterprise. Secondly, combining with Weibo marketing of Alice cosmetics chain in Jinzhou, the paper makes an investigation on Weibo marketing of B2C enterprise. And do SWOT analysis, finally from the enterprise market positioning, market objective analysis, marketing communication, marketing means and other aspects, to B2C enterprise Weibo marketing countermeasures and suggestions. The full text structure chapter is arranged as follows: the introduction part introduces the research background, significance, research content and research structure of this paper. The second part summarizes the current situation and existing problems of Weibo marketing of Jinzhou Alice cosmetics. The third part analyzes the internal and external environment of Weibo marketing by using SWOT method. The fourth part put forward Jinzhou Alice cosmetics Weibo marketing strategy formulation, and then promote the core competitiveness of the enterprise.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.72
【参考文献】
相关期刊论文 前7条
1 潘亚楠;;微博客Twitter探析[J];东南传播;2009年12期
2 刘忠宏;邵奎;;基于品牌经营的企业核心竞争力的提高[J];商业经济;2007年08期
3 胡渺;;企业微博营销七项注意[J];市场观察;2010年09期
4 史光启;;微博营销的十大技巧[J];销售与市场(评论版);2011年03期
5 姜笑君;;浅谈化妆品广告策略[J];商场现代化;2006年26期
6 张阳;黄峻磊;;浅谈“微博”的兴起与网络营销价值[J];商场现代化;2009年26期
7 孙韶妮;荣洁;;微博营销的蝴蝶效应[J];现代营销(学苑版);2011年02期
本文编号：2439476
本文链接：https://www.wllwen.com/guanlilunwen/shengchanguanlilunwen/2439476.html
