微博营销利弊及策略分析毕业论文

广东工业大学 华立学院

本科毕业设计（论文）

微博营销

论文题目 浅析微博营销利弊及策略分析 系 部 管理学部 专 业 市场营销

毕业设计（论文）原创性声明和使用授权说明

原创性声明

本人郑重承诺：所呈交的毕业设计（论文），是我个人在指导教师的指导下进行的研究工作及取得的成果。尽我所知，除文中特别加以标注和致谢的地方外，不包含其他人或组织已经发表或公布过的研究成果，也不包含我为获得 及其它教育机构的学位或学历而使用过的材料。对本研究提供过帮助和做出过贡献的个人或集体，均已在文中作了明确的说明并表示了谢意。

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使用授权说明

本人完全了解XX大学关于收集、保存、使用毕业设计（论文）的规定，即：按照学校要求提交毕业设计（论文）的印刷本和电子版本；学校有权保存毕业设计（论文）的印刷本和电子版，并提供目录检索与阅览服务；学校可以采用影印、缩印、数字化或其它复制手段保存论文；在不以赢利为目的前提下，学校可以公布论文的部分或全部内容。

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摘 要

随着互联网技术的发展，微博作为一种新的网络应用形式越来越为人们所熟知，并迅速兴起和流行。微博不仅增添了人际传播的新模式，还开辟了信息传播新的网络媒介。对企业而言，微博正逐渐成为网络营销的新阵地。微博营销是刚刚推出的一个网络营销方式，因为随着微博的火热，既催生了有关的营销方式，就是微博营销。微博营销以微博作为营销平台，每一个听众（粉丝）都是潜在营销对象，每个企业都可以在新浪，网易等等注册一个微博，然后利用更新自己的微型博客向网友传播企业、产品的信息，树立良好的企业形象和产品形象。每天的更新的内容就可以跟大家交流，或者有大家所感兴趣的话题，这样就可以达到营销的目的，这样的方式就是新兴推出的微博营销。 因此，对微博的分析探讨具有重要的应用价值和积极意义。所以本文首先对微博的概念、特点、行业分析、发展前途进行回顾，然后对微博营销的涵义、分类、特点、作用、全过程进行分析，找出微博营销存在的问题，最后针对存在的问题归纳出微博主要的营销策略措施。

关键词：微博营销、利弊、营销措施

Abstract

Along with the Internet technology development, the bo as a new network application form for people place more and more familiar with, and rapidly and popular.The bo not only added a new mode of interpersonal communication, but also opened up a new network information transmission medium. Speaking of the enterprise, the bo is becoming the new network marketing positions. The Po marketing is just launched a network marketing methods, because as the Po's hot, already gave birth to the relevant ways of marketing, was the Po marketing. The Po marketing with small bo as the marketing platform, every listener (fan) are potential target marketing, each enterprise can be in sina, netease and so on registered a micro bo, then use update their tiny blog wrote to spread enterprise, product information, set up the good enterprise image and product image. The daily updated content can communicate with you, or have you are interested in the topic, so that it can achieve the purpose of marketing, which is the launch of the new micro Po marketing. Therefore, to the micro bo paper has important application value and positive significance. So this paper first on the Po's concept, the characteristic, the industry analysis, the future development are reviewed, and then to the micro Po marketing the meaning, classification, characteristics, function, whole process analysis, find out the Po marketing existence question, in view of the existing problems summarized the main marketing strategy of micro bo measures.

Key words: The Po marketing, advantages and disadvantages, marketing measures

目 录

1 前言〃〃〃〃〃〃〃〃〃〃〃〃〃〃〃·〃〃〃〃〃〃〃〃〃〃〃〃〃〃〃〃〃〃〃〃〃〃〃〃〃〃〃〃〃〃〃〃〃〃〃〃〃〃〃〃〃〃〃〃〃〃〃〃〃〃〃〃〃〃〃〃〃〃〃1 1.1 微博简介·································································1

1.1.1微博的含义和特点··················································1 1.1.2 微博的行业分析····················································4 1.1.3 微博的发展前景····················································6 2 微博营销的涵义及其相关理论··················································10 2.1 微博营销的涵义···························································10 2.2 微博营销的分类···························································10

2.2.1个人微博营销························································10 2.2.2企业微博营销························································10 2.3 微博营销的特点··························································11 2.3.1 门槛低·····························································12 2.3.2 多平台·····························································12 2.3.3 传播快·····························································12 2.4 微博营销的推广技巧······················································13 2.4.1 账号认证··························································13 2.4.2 内容发布··························································13 2.4.3 内容更新··························································13 2.4.4 积极互动··························································14 2.4.5 标签设置··························································14 2.4.6 获取高质量粉丝····················································14 3 微博营销的优缺点·······························································15 3.1 微博营销的优点·························································· 15

3.1.1 操作简单信息发布便捷·············································15 3.1.2 互动性强···························································15 3.1.3 成本低·····························································15 3.1.4 针对性强···························································15 3.2 微博营销的缺点···························································15

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