企业微博公关探索性研究

发布时间：2018-03-10 00:09

本文选题：微博　切入点：公关传播　出处：《广西大学》2012年硕士论文　论文类型：学位论文

【摘要】：微博可以称得上是一种刚兴起的网络交流方式,因其方便和共享的传播特点而快速发展并流行于整个互联网。微博这种独特交流方式的出现,不仅在影响着每个人的生活方式和工作方式,同时也使企业公关面临着空前的挑战和机遇。随着一些国际著名品牌企业,如戴尔、宝洁等跨国公司将微博广泛应用于企业的公关与营销各个领域中,并为企业获得极佳的效果,逐渐受到了越来越多企业的青睐,使得微博的应用价值不断突显。微博作为一种新生事物,虽然企业将其进行广泛应用,但是现阶段企业微博的应用水平还在起步,相关的理论研究也仍处于起步阶段,较为薄弱。目前,国内外对企业微博公关的探索研究涉及较少,其理论系统仍有待加强。本文将从公关传播及其相关理论为切入点,结合微博在企业公关过程中的应用及其现状,同个综合研究,分析微博的应用价值,总结出不同类型的企业公关的具体应对策略,最终实现企业根据自身实际情况及其公关需求而采取有效策略并达到最佳公关效果的目的。此外,通过本课题的研究,为我在企业微博公关应用领域提供一些参考,增加企业公关的研究领域。全文共分为五章,首先提出研究企业微博公关的原因,介绍微博的定义、特征以及企业微博的发展现状。然后本文对微博的沟通价值、成本价值、营销价值等应用价值进行了深入分析,发掘优势。目前,我国的企业微博虽处于快速发展的阶段,但其利用效率仍处于较低水平。本文将从以下五个方面对我国企业微博进行深入的探讨,并提出具体的企业微博公关具体的策略,即版面策略、名人策略、微群策略、议程设置策略和意见领袖策略,此外,将采用案例分析和论证的方法对每个具体策略进行论证。与此同时,本文还单独为危机公关的处理提供可以借鉴的策略。随着微博的高速发展,将会有越来越多的企业建立自己的微博帐户,微博的高效互动性将为企业和用户带来双赢的局面。
[Abstract]:Weibo can be said to be a newly rising mode of network communication. Because of its convenient and shared communication characteristics, Weibo has developed rapidly and become popular throughout the Internet. Not only does it affect everyone's way of life and work, but it also brings unprecedented challenges and opportunities to corporate public relations. Procter & Gamble and other multinational companies apply Weibo in various fields of public relations and marketing, and obtain excellent results for enterprises, gradually more and more enterprises favor, which makes the value of Weibo application more and more prominent. Weibo, as a new thing, although it is widely used by enterprises, at this stage, the level of its application is still in its infancy, and the relevant theoretical research is still in its infancy. At present, There are few researches on Weibo's public relations both at home and abroad, and its theoretical system still needs to be strengthened. This paper will focus on the communication of public relations and its related theories, combine the application and present situation of Weibo in the process of enterprise public relations, and study the same comprehensive research. This paper analyzes Weibo's application value, summarizes the concrete coping strategies of different types of enterprise public relations, and finally realizes the enterprises to adopt effective strategies and achieve the best public relations effect according to their own actual situation and their public relations needs. Through the research of this topic, it provides some references for me in the field of enterprise Weibo public relations application, and increases the research field of enterprise public relations. The paper is divided into five chapters, first of all, it puts forward the reasons for studying Weibo's public relations, introduces the definition, characteristics and the current situation of the enterprise Weibo. The application value of marketing value has been deeply analyzed to explore the advantages. At present, Weibo, an enterprise in our country, is in the stage of rapid development. However, its utilization efficiency is still at a low level. In this paper, Weibo, an enterprise in our country, will be discussed in the following five aspects, and specific strategies of public relations in the enterprise, such as layout strategy, celebrity strategy, micro-group strategy, will be put forward. Agenda setting strategy and opinion leader strategy, in addition, case analysis and demonstration methods will be used to demonstrate each specific strategy. At the same time, With the rapid development of Weibo, more and more enterprises will set up their own Weibo account, the efficient interaction of Weibo will bring win-win situation for enterprises and users.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F49;F272

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