企业的微博营销现状及发展研究
发布时间：2018-11-13 19:58
【摘要】：从新浪微博发布的2015年财报可以看到,在活跃用户规模及广告营销收入上,微博表现出强劲增长势头。然而,不少企业仍未重视起微博营销这种手段,企业网络营销所占比例也还未达到应有水平,网络营销仍有巨大发展空间。所以,对当前的企业的微博营销现状进行研究具有重要意义。本文通过系统抽样的办法选取汽车、电子信息、金融、房产、快消连锁、文化、电子商务、家居、旅游、服饰10个行业中的100家企业作为研究对象,检索所选取样本的微博进行调查研究,对样本的微博运营状况进行统计分析,对所得的数据处理进行相关分析,以此分析当前企业微博的运营状况。总结得出当前企业微博所取得的成绩,包括企业充分利用微博的媒体特性,发挥起互动功能,打造粉丝经济,探究用户需求,拓展服务渠道,并且初步搭建完成移动营销生态体系,同时,发现当前企业微博运营中存在重视程度不够,内容质量不高,粉丝关系偏于单向,功能发挥不足,缺乏精准客户,未发挥起整合优势的问题。继而从定位、管理、内容、互动、评估五个方面结合案例提出具体的微博营销策略,对于当下企业开展微博营销活动有一定的现实参考价值,并帮助企业探索微博营销的未来发展之路。
[Abstract]:From the 2015 results released by Sina Weibo, we can see that Weibo has shown strong growth momentum in terms of active user size and advertising marketing revenue. However, many enterprises still do not attach importance to Weibo marketing, the proportion of enterprise network marketing has not reached its level, and there is still huge room for development of network marketing. Therefore, it is of great significance to study the current marketing situation of Weibo. In this paper, 100 enterprises in 10 industries, such as automobile, electronic information, finance, real estate, fast chain, culture, electronic commerce, home, tourism and clothing, are selected as the research objects. Weibo who retrieves the selected sample carries on the investigation research, carries on the statistical analysis to the sample Weibo operation condition, carries on the correlation analysis to the obtained data processing, so as to analyze the current enterprise Weibo operation condition. Summing up the achievements made by Weibo, including making full use of Weibo's media characteristics, giving full play to the interactive function, building fan economy, exploring the needs of users, and expanding service channels, At the same time, it is found that the current enterprise Weibo has not paid enough attention to the operation, the content quality is not high, the fan relationship is one-way, the function is insufficient, and the accurate customer is lacking. The problem of not giving play to the integration advantage. Then put forward specific Weibo marketing strategy from five aspects of positioning, management, content, interaction and evaluation, which has a certain practical reference value for the current enterprise to carry out Weibo marketing activities. And help enterprises explore the future development of Weibo marketing road.
【学位授予单位】：南昌大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F274;G206-F
本文编号：2330277
[Abstract]:From the 2015 results released by Sina Weibo, we can see that Weibo has shown strong growth momentum in terms of active user size and advertising marketing revenue. However, many enterprises still do not attach importance to Weibo marketing, the proportion of enterprise network marketing has not reached its level, and there is still huge room for development of network marketing. Therefore, it is of great significance to study the current marketing situation of Weibo. In this paper, 100 enterprises in 10 industries, such as automobile, electronic information, finance, real estate, fast chain, culture, electronic commerce, home, tourism and clothing, are selected as the research objects. Weibo who retrieves the selected sample carries on the investigation research, carries on the statistical analysis to the sample Weibo operation condition, carries on the correlation analysis to the obtained data processing, so as to analyze the current enterprise Weibo operation condition. Summing up the achievements made by Weibo, including making full use of Weibo's media characteristics, giving full play to the interactive function, building fan economy, exploring the needs of users, and expanding service channels, At the same time, it is found that the current enterprise Weibo has not paid enough attention to the operation, the content quality is not high, the fan relationship is one-way, the function is insufficient, and the accurate customer is lacking. The problem of not giving play to the integration advantage. Then put forward specific Weibo marketing strategy from five aspects of positioning, management, content, interaction and evaluation, which has a certain practical reference value for the current enterprise to carry out Weibo marketing activities. And help enterprises explore the future development of Weibo marketing road.
【学位授予单位】：南昌大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F274;G206-F
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