从营销角度看汽车行业企业微博写作

发布时间：2018-07-10 18:54

本文选题：营销 + 汽车行业　；参考：《长春理工大学》2013年硕士论文

【摘要】：微博营销受到众多企业的青睐,微博写作成为了企业微博营销成败的重要因素。从汽车行业企业微博可以看出,企业微博具有主观性强于客观性、计划性强、目的性强的特点,并以其写作受体与目标受众契合度高,写作内容与线下活动结合紧密,写作平台优势明显、易于传播等优势被广泛应用。但其微博写作受体定位不准,写作内容把握不准,写作技巧性不强,写作主体素养不足的局限性也日益凸显,成为汽车行业企业微博营销的障碍。本文通过营销学和写作学的融合来全面探讨营销目标下的汽车行业企业微博的写作环节,包括根据营销策划,确定写作目标；细分微博受众,确定写作受体；依据营销手段,确定写作内容；根据写作内容,灵活选用文体；立足产品定位,确定文本风格。在此基础上,汽车行业企业微博的写作,应遵循在内容、语言、文化、表现方式方面的要求,规避写作带来的风险性；同时还应掌握在谋篇布局、表达方式、遣词造句、修辞手法上的写作技巧。车企微博能否达到最佳的营销和传播效果,归根到底取决于写作主体的素养,写作主体须具有完备的知识构成、良好的媒介素养、熟练的语言文字能力、敏锐深刻的洞察力和灵活变通的公关能力。
[Abstract]:Weibo marketing is favored by many enterprises, and Weibo writing has become an important factor in the success or failure of Weibo marketing. It can be seen from the automobile industry enterprise Weibo that the enterprise Weibo has the characteristics of subjectivity than objectivity, strong planning and strong purpose, and its writing acceptor has a high degree of correspondence with the target audience, and the writing content is closely combined with offline activities. Writing platform advantages are obvious, easy to spread and other advantages are widely used. But its Weibo writing receptor positioning, writing content uncertainty, writing skill is not strong, the limitations of writing subject literacy is also increasingly prominent, which has become an obstacle to the Weibo marketing of automotive enterprises. Through the integration of marketing and writing, this paper comprehensively discusses the writing links of automobile industry Weibo under the marketing target, including determining the writing target according to the marketing plan, subdividing the audience of Weibo, determining the writing receptor, according to the marketing means, To determine the content of writing, according to the content of writing, flexible choice of style, based on product positioning, to determine the style of the text. On this basis, the automobile industry enterprise Weibo writing, should follow in the content, the language, the culture, the expression way aspect request, avoids the risk which the writing brings, also should master in the article layout, the expression way, the choice of words and sentences, Rhetorical writing skills Whether the car enterprise Weibo can achieve the best marketing and communication effect depends on the literacy of the writing subject, who must have a complete knowledge structure, good media literacy, proficient language and writing ability. Keen insight and flexible PR skills.
【学位授予单位】：长春理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：H15;G206

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