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《基于長尾理論的中國茶企業(yè)微博營銷應用-研究》由會員上傳分享，免費在線閱讀，更多相關內(nèi)容在教育資源-天天文庫。
1、ABSTRACTThetotalagriculturaloutputvalueofTeaiscloseto72.9billionYuanin2011.Buttheproblemsemergingfromthedevelopingprocessofteaenterprisesisthesmallenterprisescale,thelackofbrandbuildingandtheinformationasymmetry.Itisalsodecreasethecorporation’smarketcompetition
2、.Forthisreason,thenewguidetheoryandthoughtforteaenterprisesarebeingrequired.ThedevelopmentoftheInternettechnologyhasaneffectonconsumerbehaviorandbusinessoperation.AgreatupsurgehasbeencomingtousduetotheemergenceoftheTwitterasanewsocialmedia.NowtheMicro-blogplatf
3、ormhasbecomealow-costmarketingtoolforbusinesses.TheLongTailwasbeenproposedbyAndersonin2004.TheLongTailhasopenedupanewperspectiveandanewtheoryofnetworkmarketingfortheteaenterprise.Accordingtothecharacteristicofteaindustry,thethesisfocusesonapplyingtheLongTailint
4、hemicro-blogmarketingtostrengthenthemarketingeffectofteaenterprisesinChina.Inthispaper,StandardAnalysis,OnlineSurveysandCaseAnalysiswasbeenusingtoanalysisthecurrentproblemsofmicro-blogmarketingofteaenterprise.Themainresearchresultsincludefourparts:1)Accordingto
5、theonlinesurveyon40officialmicro-blogsofteaenterprise,theprimaryobjectiveofmicro-blogisinordertorealizerelationshipmarketing,brandmarketing.Butitisalsoapparentthatthelackoftheoreticalsupportandthegradingmarketingstrategyinthemicro-blogmarketing.2）Accordingtolon
6、gtailtheory,thefeasibilitystudyabouttheapplicationmicro-blogmarketingoftheTeaEnterpriseofchinawasmadefromfinding,collection,filtration.3)ThepaperprovidesanapplicationcaseofTeavanaandvalidatesthefeasibilityoftheapplicationofthelongtailinmicro-blogmarketing.4)Com
7、binedwiththeproblemsofmicro-blog,somesuggestsaboutthatthedifferentiationstrategywasbeenputforward.Keywords:Micro-blogMarketing,TeaEnterprise,TheLongTailIII目錄1引言................................................................11.1研究背景.............................
8、.........................11.1.1問題的提出.................................................11.1.2研究的意義.................................................21.2文獻綜述....................
