海尔官方微博以用户为中心的运营策略研究

发布时间：2018-01-12 00:36

本文关键词：海尔官方微博以用户为中心的运营策略研究　出处：《河北大学》2017年硕士论文　论文类型：学位论文

【摘要】：企业新媒体作为企业自行运营的能够与用户进行双向交流的垂直工具,越来越得到更多企业的认同和重视,其中,以微博(本文中微博为新浪微博)为代表的社交媒体能够帮助企业以更加积极主动的姿态去面对用户,进行多种方式的营销。微博能够有效地实现品牌价值的传播,促使产品快速曝光,与用户进行垂直化的接触,还能实时监测企业的口碑,微博的诸多特点促使很多企业纷纷开设企业微博,利用微博平台进行营销。通过营销获得利润是企业的最终目的。其中,运营用户又成为其中最关键的要素,用户不仅仅是购买产品的消费者,更能成为推动企业迭代升级的生产力,良好的用户运营策略是企业新媒体成功至关重要的一环。本文以企业微博中的成功案例海尔官方微博作为主要研究对象,海尔官方微博所属团队海尔新媒体主张把用户变成企业的合伙人,让用户参与到企业产品的研发和制造中,这种先进的理念和为此目标进行的探索具有研究的价值。海尔新媒体通过几次良好的社会化营销成为企业官方微博中的“网红”,并且带领众多企业蓝V开拓出了一条微博运营的特色之路。本文首先分析了海尔官方微博的总体运营状况,在企业新媒体3.0时代,企业官方微博已经成为连接企业与用户的关键平台,企业新媒体站在企业的最前端,驱动整个产品的设计,网上的交互企划,产品设计命名和营销迭代。海尔官方微博的运营主要围绕用户进行的,通过吸引用户注意力,提高用户黏性,收集用户信息,分析用户大数据,深耕用户资源,最终实现企业产品的更新迭代以及企业的互联网化转型。本文尝试从吸引用户注意力的运营、与用户粘性关系的运营以及实现用户价值变现这三个角度进行具体分析,将海尔官方微博的运营理念和方法进行细致的剖析,最后总结了海尔官方微博运营策略的优势和不足,通过内容分析、数据分析、案例分析,并结合新闻学、传播学等相关学科理论,概括出其成功的运营经验和方法,希望能够在企业新媒体的运营方面给予企业一定的启示。
[Abstract]:Vertical tool enterprise new media as the enterprise of its own operations can be two-way communication with the users, more and more enterprises get more recognition and attention, which, with micro-blog (the micro-blog Sina micro-blog) as the representative of social media can help enterprises with a more active attitude to face the user, a variety of ways of marketing micro-blog. Communication can effectively realize the brand value, promote rapid product exposure, vertically oriented contact with the user, but also the real-time monitoring of enterprise reputation, many of the characteristics of micro-blog prompted many enterprises have set up the enterprise marketing by micro-blog, micro-blog platform. Through marketing profit is the ultimate goal of enterprises. Among them, the operation of users as one of the most critical factors, the user is not just consumers to buy the product, can promote the enterprise become iterative upgrade productivity, good user Business strategy is a vital part of success of new media. Based on the successful case of enterprise in micro-blog Haier official micro-blog as the main research object, the official Haier micro-blog owned Haier new media team advocate the users become business partners, allowing users to participate in the enterprise product development and manufacturing, has the value of research to explore the advanced the idea of this goal. And Haier new media through several social marketing good enterprise becomes the official micro-blog in the "Red Net", and led many enterprises to open up a blue V micro-blog operating characteristics of the road. This paper first analyzes the overall operation of the official Haier micro-blog, in the new enterprise 3 times the media, the official micro-blog enterprise has become a key platform to connect with users, the new media enterprises stand in front of the enterprise, driving the entire product design, online The interactive planning, product design and marketing. Haier official named iterative micro-blog's operating mainly around the user, by attracting the attention of the user, improve user stickiness, collect user information, analysis of user data, deep user resources, finally realizes the enterprise product update and enterprise Internet transformation. This paper attempts to attract the attention of the user the realization of this operation, three aspects specific analysis and user stickiness relationship operations and achieve customer value, the operation idea and method of the official Haier micro-blog analyze in detail, finally summarizes the official Haier micro-blog operating strategy advantages and disadvantages, through content analysis, data analysis, case analysis, and combination of journalism. The spread of science and other related disciplines theory, summarizes the successful experience in the operation and operation method, hope to be able to give the enterprise new media enterprises A certain revelation of the industry.

【学位授予单位】：河北大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.6;F274;G206

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