W企业葡萄酒微博营销研究

发布时间：2018-05-18 13:48

本文选题：微博 + 营销　；参考：《宁夏大学》2014年硕士论文

【摘要】：W葡萄酒企业地处宁夏贺兰山东麓,销量多年在本地保持领先,面对网络经济时代的机遇与挑战,2012年在新浪网开通官方微博,试水微博营销但效果不佳。本文采用了观察法、文献研究法和比较分析法,对现有的关于微博营销的相关书籍、论文进行了梳理,厘清了微博营销的概念、特点、功能和优势,依托整合营销、精准营销、病毒营销和消费者行为理论,阐述了W企业微博营销现状,通过与其他葡萄酒企业对比,分析了目前存在的问题,主要表现为目标定位不明确、缺乏统一营销平台、内容形式缺乏创新、缺乏与粉丝的互动、没有开展监测分析等,探索更符合企业实际的微博营销策略,提出切实解决问题的有效办法,有助于进一步提升W企业品牌影响力,丰富人们对葡萄酒微博营销的认识,同时对中小企业开展微博营销有一定的指导和启示作用。
[Abstract]:W wine enterprise is located in the eastern foot of Helan Mountain in Ningxia, sales volume has been leading in the local area for many years. In the face of opportunities and challenges in the era of network economy, the official Weibo was launched in Sina.com in 2012, and Weibo marketing was tested, but the effect was not good. This paper adopts the method of observation, literature research and comparative analysis, combs the existing books on Weibo marketing, clarifies the concept, characteristics, functions and advantages of Weibo marketing, relies on integrated marketing, accurate marketing, Virus marketing and consumer behavior theory, this paper expounds the current situation of Weibo marketing in W enterprise, analyzes the existing problems by comparing with other wine enterprises, mainly shows that the target orientation is not clear and the unified marketing platform is lacking. The lack of innovation in content form, the lack of interaction with fans, the lack of monitoring and analysis, the exploration of Weibo marketing strategies more in line with the actual situation of the enterprise, and the effective solutions to the problems are helpful to further enhance the brand influence of W enterprises. It enriches people's understanding of wine Weibo marketing, at the same time, it can guide and enlighten small and medium-sized enterprises to carry out Weibo marketing.
【学位授予单位】：宁夏大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.82;F274

【参考文献】