广西联通微博营销策略研究

发布时间：2018-03-02 01:33

本文关键词： 微博广西联通营销策略 STP分析 5R整合式营销理论　出处：《广西大学》2013年硕士论文　论文类型：学位论文

【摘要】：随着社会信息化脚步的加快,我们已经进入以数字化、虚拟化、网络化为主要的网络经济发展的时代,更是以互联网为核心,各种新的社会化媒体为平台的网络营销模式爆炸速度发展的时代。微博便是在此环境下应运而生的新兴社会媒体,以其特有的人实时性、互动性、社会性、便携式等特点给社会带来新的挑战,传统的企业、新兴的企业都无一例外的面对一个颇具影响力和潜力的社会媒体渠道,是早日投入微博营销的工作,在新一轮的营销战争中占领市场高地,抢占先机；还是漠视不理,任由发展,成为许多企业领导着重关注的新领域。本文介绍了笔者在企业管理实践中,尝试利用营销理论的分析工具,结合微博营销本身的特点,分析微博营销本身的特性和成功经验。本文主要针对广西联通这样一家典型的电信企业为例,根据广西联通官方微博运营两年的实例,分析运营的策略和效果,总结其成功以及不足之处,为其设计了更合理的运营方式,以此进一步推动和确保联通公司制定正确的战略方针,并能够有效的实施,使企业的经营目标得以实现。笔者通过综合运用市场营销STP理论、5R整合式营销理论,仔细分析联通官方微博的营销策略,得出联通官博处于粉丝质量不高,活跃度比较低,营销效果不明显的原因,并给出具体整改建议。本文得出的结论是,广西联通官博的运营有内容策划和官博与用户互动方式这两个深层次的策略问题,需要进行深层次的整改和优化,并实施微博营销保障措施,以适应微博营销的市场规律。
[Abstract]:With the acceleration of the pace of social informatization, we have entered an era in which digitization, virtualization and networking are the main aspects of the development of the network economy, and the Internet is the core. All kinds of new social media as the platform of the network marketing model exploding speed development era. Weibo is the emerging social media that emerged in this environment, with its unique real-time, interactive, social, Portable and other characteristics bring new challenges to society. Traditional enterprises and emerging enterprises all face a social media channel with considerable influence and potential without exception. It is an early input into Weibo's marketing work. In the new round of marketing war, seize the market highlands, seize the first opportunity; or ignore, let development, become a lot of business leaders focus on the new field. This paper introduces the author's attempt to use the analysis tools of marketing theory in the practice of enterprise management, combining with the characteristics of Weibo's marketing itself. This paper analyzes the characteristics and successful experience of Weibo's marketing. Aiming at a typical telecom enterprise such as Guangxi Unicom, this paper analyzes the strategy and effect of the operation according to the example of two years' operation of Guangxi Unicom official Weibo. Summing up its success and shortcomings, designing a more reasonable way of operation to further promote and ensure Unicom to develop the correct strategic approach, and be able to effectively implement, Through the comprehensive application of marketing STP theory and 5R integrated marketing theory, the author carefully analyzes the marketing strategy of Unicom official Weibo, and concludes that Unicom official blog has low fan quality and low activity. Marketing effect is not obvious reasons, and give specific suggestions for rectification. The conclusion of this paper is that there are two deep strategic problems in the operation of Guangxi Unicom official expo, which are content planning and interaction mode between officials and users, which need to carry out deep level rectification and optimization, and implement Weibo marketing safeguard measures. In order to adapt to Weibo marketing laws of the market.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F626

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