智能小家电的微博营销创新策略研究
发布时间：2018-09-13 12:48
【摘要】：微博营销是指利用微博平台进行信息传播的一种社会化媒体营销方式。企业运用微博的文字,图片,链接等功能,对信息进行实时传播,与用户进行有效互动,促使信息的评论与转发,进而推动宣传,促进销售。但是目前企业微博营销策略较平庸,创意不突出,内容同质化明显,因此微博营销的创新策略亟待推出。与此同时,智能小家电因其智能性、开放性、网络性、兼容性、生态性等特点,一经投放,便受到消费者的青睐；截至目前已有诸多家电企业开通了微博,但智能小家电的微博营销尚处于初级阶段,微博营销还存在较多问题,仍有很大的改进空间。因此,智能小家电的微博营销创新策略的探索,在智能小家电盛行、微博营销方兴未艾的大背景下,有着十分重要的理论意义及实际价值。 本文整合相关文献资料,明确了微博营销的特性,客观分析了我国目前智能小家电微博营销的现状及存在的问题,采用分层抽样、典型抽样、深度观察、个案研究等方法对50个智能小家电的微博营销进行分析,揭示了智能小家电微博营销的内在规律。同时运用大量实际案例从独特个性的内容设置、多维全面的口碑传播、人性周到的互动方式、优势互补的资源整合、情理结合的体验模式对智能小家电企业微博营销策略的创新进行了深入的探讨。最后,笔者根据自己在4A广告公司实习的经历,充分利用自身所掌握的资讯,结合参与的云罐微博营销项目实例,对其整体微博营销战略的实施进行了客观的分析和评估,希望能对我国智能小家电微博营销的理论研究做点工作,能为我国智能小家电微博营销策略的创新做点努力。
[Abstract]:Micro-blog marketing is a kind of social media marketing mode that uses micro-blog platform to disseminate information.Enterprises use the functions of text, pictures and links of micro-blog to disseminate information in real time, interact with users effectively, promote the comment and forwarding of information, and then promote publicity and sales. At the same time, smart home appliances are favored by consumers because of their intelligence, openness, network, compatibility, ecology and other characteristics. Up to now, many home appliances enterprises have opened micro-blogs, but smart home. The micro-blog marketing of electric appliances is still in its infancy, there are still many problems in micro-blog marketing, and there is still a lot of room for improvement.
This paper integrates relevant literature, clarifies the characteristics of micro-blogging marketing, objectively analyzes the current situation and existing problems of micro-blogging marketing of smart home appliances in China, analyzes the micro-blogging marketing of 50 smart home appliances by stratified sampling, typical sampling, in-depth observation and case study, and reveals the micro-blogging marketing of smart home appliances. At the same time, using a large number of practical cases from the unique personality of the content settings, multi-dimensional and comprehensive word-of-mouth communication, thoughtful human interaction, complementary advantages of the integration of resources, rational combination of experience mode of smart small home appliances enterprises micro-blog marketing strategy innovation carried out in-depth discussion. Based on the company's internship experience, making full use of the information we have mastered and taking part in the cloud pot microblogging marketing project as an example, this paper objectively analyzes and evaluates the implementation of its overall microblogging marketing strategy, hoping to do some work on the theoretical research of smart small household appliances microblogging marketing in China, and to help the smart small household appliances microblogging marketing strategy in China. Make some efforts in innovation.
【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.6;F274
[Abstract]:Micro-blog marketing is a kind of social media marketing mode that uses micro-blog platform to disseminate information.Enterprises use the functions of text, pictures and links of micro-blog to disseminate information in real time, interact with users effectively, promote the comment and forwarding of information, and then promote publicity and sales. At the same time, smart home appliances are favored by consumers because of their intelligence, openness, network, compatibility, ecology and other characteristics. Up to now, many home appliances enterprises have opened micro-blogs, but smart home. The micro-blog marketing of electric appliances is still in its infancy, there are still many problems in micro-blog marketing, and there is still a lot of room for improvement.
This paper integrates relevant literature, clarifies the characteristics of micro-blogging marketing, objectively analyzes the current situation and existing problems of micro-blogging marketing of smart home appliances in China, analyzes the micro-blogging marketing of 50 smart home appliances by stratified sampling, typical sampling, in-depth observation and case study, and reveals the micro-blogging marketing of smart home appliances. At the same time, using a large number of practical cases from the unique personality of the content settings, multi-dimensional and comprehensive word-of-mouth communication, thoughtful human interaction, complementary advantages of the integration of resources, rational combination of experience mode of smart small home appliances enterprises micro-blog marketing strategy innovation carried out in-depth discussion. Based on the company's internship experience, making full use of the information we have mastered and taking part in the cloud pot microblogging marketing project as an example, this paper objectively analyzes and evaluates the implementation of its overall microblogging marketing strategy, hoping to do some work on the theoretical research of smart small household appliances microblogging marketing in China, and to help the smart small household appliances microblogging marketing strategy in China. Make some efforts in innovation.
【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.6;F274
【参考文献】
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