企业微博矩阵虚拟化运营机制研究——内容呈现、粉丝服务和关系营销

发布时间：2018-10-07 17:50

【摘要】：微博兼具传播和社交两种属性,企业既可以通过微博平台发布内容来传播企业和品牌信息,也可以通过与粉丝互动来为之服务。为此,企业可以建立以官方微博为核心的一系列的微博账号构建企业微博矩阵,这些不同的微博账号以企业官方微博为核心,通过相互关注和配合构成企业微博矩阵。为了保证企业微博矩阵更好地运营,本文构建了企业微博矩阵虚拟化运营机制,该机制包括粉丝和竞争者微博使用行为研究、微博内容生产机制、快速反应机制和微博内容审查机制,微博矩阵内不同微博账号通过发布不同的内容以及与粉丝互动,从而更好地为关系营销中的关系各方服务。
[Abstract]:Weibo has both the attributes of communication and social interaction. Enterprises can not only disseminate information about enterprises and brands by publishing content on the Weibo platform, but also serve them by interacting with their fans. Therefore, enterprises can set up a series of Weibo accounts with official Weibo as the core to construct the corporate Weibo matrix. These different Weibo accounts take the official #china_person as the core, and form an enterprise Weibo matrix through mutual concern and cooperation. In order to ensure the better operation of Weibo matrix, this paper constructs the virtual operation mechanism of the enterprise Weibo matrix. The mechanism includes the research on the behavior of use by the fans and competitors Weibo, and the content production mechanism of Weibo. The quick response mechanism and Weibo's content review mechanism, and the different Weibo account numbers in Weibo matrix can better serve the relationship parties in the relationship marketing by publishing different content and interacting with fans.
【作者单位】：山东工商学院工商管理学院;首都经济贸易大学工商管理学院;对外经济贸易大学国际经济贸易学院;
【基金】：教育部人文社会科学研究基金项目“基于文本挖掘的社会热点事件在微博上的生成及扩散机制研究”(13YJC860002) 山东省自然科学基金项目“3C产品售后服务系统运作模式研究——基于行为运作管理的视角”(ZR2012GL03)
【分类号】：F274

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