微博在企业营销中的应用研究

发布时间：2018-01-19 09:36

本文关键词： 微博客传播特征企业营销　出处：《江西师范大学》2012年硕士论文　论文类型：学位论文

【摘要】：2006年7月，全球首个微博客网站Twitter诞生之后，国内外微博客网站井喷式的涌现。人们开始用微博客进行交流沟通、获取信息，这已经成为现代人生活中的潮流和习惯。尽管微博客在中国产生时日尚短，并且不少微博客先行者遭遇过惨痛的“灭亡”，但从2009年起，微博客作为WEB2.0时代下的产物在信息传播中掀起了热潮，并对信息传播产生了重大的影响，，其用户数目的激增和微博客先行者们的陆续“复活”也意味着属于微博客的一场信息传播革命已经到来。微博客是集博客、SNS社交网站、IM即时通讯软件、手机短信等多种生活交流沟通方式的优点于一身的新兴互联网产品，其开放性和随意性让人们拥有比以往更大程度的话语权，庞大的微博客用户数目为微博客的信息传播奠定了传播基础。微博客对信息传播的方式所带来的改变不仅引发传统媒体关于信息传播的深思，而且也让企业和消费者之间能更自由、快捷、方便地进行信息交流。本文主要从传播学、营销学角度出发，分六个部分分析微博营销。第一部分简要阐述微博客的概念，分析了国内外微博客的发展现状。第二部分基于微博的传播特性，分析微博在企业营销的实际应用中有哪些优势。第三部分通过对文献的整理，以及对一些知名企业微博的案例比较分析，探讨微博是在哪些营销环节中应用较广，应用的效果如何。第四部分在第三部分的基础上，结合相关理论，探讨微博营销策略。第五部分探讨微博应用在企业营销中已经出现和可能出现的风险，并尝试提出应对措施；第六部分做出总结
[Abstract]:In July 2006, after the birth of the world's first microblog site Twitter, domestic and foreign micro-blog sites blowout emerged. People began to use Weibo to communicate and obtain information. This has become a trend and habit in modern life. Although Weibo has been born in China for a short time, and many Weibo pioneers have suffered a terrible "death", but since 2009. Weibo as a product of the WEB2.0 era in the information dissemination upsurge, and has had a significant impact on the dissemination of information. Its surge in user numbers and the revival of Weibo's pioneers also mean a revolution in information dissemination for Weibo customers. Weibo is a new Internet product with the advantages of blog SNS social networking site, IM instant messaging software, SMS and other life communication methods. Its openness and arbitrariness make people have more right to speak than ever before. The huge number of micro-blog users has laid the foundation for the information dissemination of Weibo. Weibo's changes in the way of information dissemination not only triggered the traditional media on the dissemination of information thinking. It also makes information exchange between enterprises and consumers freer, faster and more convenient. This article mainly from the communication, marketing perspective, divided into six parts to analyze Weibo marketing. The first part briefly describes the concept of Weibo guest. The second part is based on Weibo's communication characteristics, analysis Weibo in the actual application of enterprise marketing advantages. The third part through the collation of the literature. As well as some well-known enterprise Weibo case comparative analysis, discusses which marketing links Weibo is more widely used, how to apply the effect. 4th part on the basis of the third part, combined with relevant theory. Part 5th discusses the risks that Weibo has and may appear in the enterprise marketing, and tries to put forward some countermeasures; Part 6th summarizes
【学位授予单位】：江西师范大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：G206;F49;F274

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