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1、摘要無(wú)論是在發(fā)達(dá)國(guó)家,還是發(fā)展中國(guó)家,互聯(lián)網(wǎng)已經(jīng)隨著信息時(shí)代的高速發(fā)展而走入千家萬(wàn)戶。在我國(guó),互聯(lián)網(wǎng)技術(shù)在近幾年內(nèi)發(fā)展日益成熟,對(duì)于個(gè)人而言,人們通過(guò)網(wǎng)絡(luò)更快的獲取、分享與交流信息,依托聊天工具達(dá)到即時(shí)的交流互動(dòng),也有很多人通過(guò)博客、微博等媒介表達(dá)想法;對(duì)于企業(yè)而言,企業(yè)通過(guò)官方網(wǎng)站樹(shù)立自身形象與宣傳各種信息,在網(wǎng)絡(luò)渠道投放廣告,而微博作為一種社會(huì)化媒體的快速發(fā)展也為企業(yè)網(wǎng)絡(luò)營(yíng)銷帶來(lái)了新的模式和發(fā)展機(jī)遇,我們稱之為微博營(yíng)銷。國(guó)內(nèi)外已經(jīng)有很多企業(yè)嘗試微博營(yíng)銷,成功的案例屢見(jiàn)不見(jiàn),微博營(yíng)銷已經(jīng)成為企業(yè)市場(chǎng)營(yíng)銷中時(shí)下最有力的方式。因此搶占微博先機(jī)已成為眾多企
2、業(yè)的目標(biāo),以微博營(yíng)銷這種新型的營(yíng)銷方式把握市場(chǎng)的未來(lái)。本文首先介紹了研究背景、研究思路、內(nèi)容安排以及一些需要說(shuō)明的問(wèn)題。第二章介紹了微博以及微博營(yíng)銷的一些基礎(chǔ)理論。第三章從實(shí)踐出發(fā),重點(diǎn)分析了我國(guó)微博營(yíng)銷的發(fā)展?fàn)顩r和遇到的主要問(wèn)題。第四章則介紹國(guó)外微博營(yíng)銷的的運(yùn)作方式,希望通過(guò)借鑒國(guó)外的先進(jìn)經(jīng)驗(yàn),對(duì)我國(guó)企業(yè)開(kāi)展微博營(yíng)銷有所啟示。第五章重點(diǎn)針對(duì)目前情況對(duì)我國(guó)企業(yè)開(kāi)展微博營(yíng)銷提出一些建議。最后一章就本文做出回顧與總結(jié)并對(duì)微博營(yíng)銷的未來(lái)發(fā)展前景提出展望。希望通過(guò)本文的研究和探析,為企業(yè)開(kāi)展微博營(yíng)銷提供一套系統(tǒng)的新思路,以推動(dòng)我國(guó)社會(huì)化媒體營(yíng)銷新時(shí)代的來(lái)臨。關(guān)
3、鍵詞:微博營(yíng)銷,社會(huì)化媒體,市場(chǎng)營(yíng)銷,網(wǎng)絡(luò)營(yíng)銷,探析AbstractInteractseemstobeeverywherenotmatterinthehighlydevelopedmarketeconomycountriesorinthedevelopingcountriesexperiencingtransitionalchanges.ThereisnoexceptioninChina——technologically,theIntemethasbeenboomingforthelasttwodecades.ForanindividualChines
4、e.thecyberworldhasbecomeanindispensibleaccesswherepeopleacquireinformation,exchangeandexpressideas,meetacquaintancesetc.EnterprisesalsostartedtoutilizetheonlineplatformStoestablishtheirbrands,conveycorporatemessagingandimplementonlinecampaignsespeciallythroughmicro‘blogging.Nowa
5、days,micro—bloggingiswidelyconsideredatypeofsocialmediaandhasdrawnincreasingattentionfromenterprises.Someglobalanddomesticcompanieshaveconductedmanysuccessfulcampaignsthroughthisplatform.ItisalsobecomingaprimarymarketingplatformforChineseenterprises,howeverhowtoeffectivelyconduc
6、tmicro-bloggingmarketingseemstobeachallengefacingChineseenterprises.TheessayiSdividedintosixchapters.Thefirstchapterfocusesonresearchoutline.contentarrangement.Thesecondintroducesbasictheoryofmicro—bloggingandmicro-bloggingmarketing.,nlethirdchapteremphasizesonanal)zingthecurren
7、tdevelopmentofmicro-blogginginChina——challengesandopportunitiesbasedonrealsituation.Inthefourthchapter,theauthorillustratessuccessfulcasesofmiero-bloggingmarketingoperationsintheforeignenterprisesandwhatexperienceChineseenterprisesCanadopttoenlightentheiroperations,whiletheautho
8、rmakesOwnsuggestionstoChineseenterprisesconduci