【正文】 企業(yè)博客營(yíng)銷研究 摘要 作為一種新的媒體現(xiàn)象，博客的影響力有可能超越傳統(tǒng)媒體；作為專業(yè)領(lǐng)域的知識(shí)傳播模式，博客將成為該領(lǐng)域最具影響力的人物之一； 作為一種社會(huì)交流工具，博客將超越Email、 BBS、 ICQ（ IM），成為人們之間更重要的溝通和交流方式。 由于溝通方式比電子郵件、討論群組更簡(jiǎn)單和容易， Blog已成為家庭、公司、部門和團(tuán)隊(duì)之間越來(lái)越盛行的溝通工具，其功能和用途也在日益延伸 。 發(fā)展到今天，博客是一個(gè)網(wǎng)站，可以信息發(fā)布、知識(shí)交流，博客使用者可以很方便地用文字、鏈接、影音、圖片建立起自己個(gè)性化的網(wǎng)絡(luò)世界 。 企業(yè)博客營(yíng)銷的概念及其應(yīng)用在全球范圍內(nèi)開(kāi)始興起，成為網(wǎng)絡(luò)營(yíng)銷一個(gè)嶄新的領(lǐng)域。國(guó)外有關(guān)調(diào)查發(fā)現(xiàn)，盡管很多人對(duì) 企業(yè) 博客 營(yíng)銷 的概念還比較陌生，但企業(yè)博客與博客營(yíng)銷已經(jīng)開(kāi)始興起， 并且在營(yíng)銷活動(dòng)中發(fā)揮了多個(gè)方面的作用 。 企業(yè)正在使用博客來(lái)進(jìn)行對(duì)內(nèi)對(duì)外交流溝通，達(dá)到增進(jìn)客戶關(guān)系，改善商業(yè)活動(dòng)的效果。 但是企業(yè) 博 客營(yíng)銷又是一面雙刃劍， 用的好 ，可以 提高企業(yè)知名度，提升 產(chǎn)品牌形象，宣傳宣傳公司理念，達(dá)到與客戶、員工等進(jìn)行及時(shí)、有效溝通的目的；用不好，則會(huì)給企業(yè)帶來(lái)災(zāi)難性的后果。 因此，在制定 博 客營(yíng)銷計(jì)劃的同時(shí)，不僅要全天候地進(jìn)行 博客 監(jiān)測(cè)、預(yù)防危機(jī)，還要組織企業(yè)博客積極與受眾溝通，將危害降至最小 。 借助于 博 客開(kāi)展?fàn)I銷活動(dòng)，將成為企業(yè)未來(lái)的戰(zhàn)場(chǎng)之一，是否利用 博 客營(yíng)銷、怎樣利用 博 客營(yíng)銷， 并在企業(yè) 博 客營(yíng)銷上進(jìn)行適時(shí)地創(chuàng)新， 必將改變當(dāng)今世界的競(jìng)爭(zhēng)格局。 關(guān)鍵詞： 博客 博客營(yíng)銷 第三方博客平臺(tái) 博客圈 2 A Research on Blog Marketing of Enterprise Abstract As a new media phenomenon,the influence of blog may go beyond the traditional media。 as a munication model in the field of professional knowledge,blog will bee one of the most influential figures in that area。 as a social munication tool,blog will go beyond ,BBS and ICQ(IM)and bee a kind of more important munication tool. Because the way of munication is simpler and easier than and discussion groups,blog has bee more and more popular among families, panies, departments and teams. Its function also has been extending gradually. With the development of society,blog has bee a website where we can share information and exchange blog users can use the words conveniently, links, videos and pictures to set up their own personalized world. The concept of enterprise blog marketing and its application in a global context have begun to spring up and bee a brand new field in the work marketing area. Foreign survey has found that although many people are not very familiar with the concept of enterprise blog marketing。 however,enterprises blog and blog marketing have begun to mushroom,and marketing activities have played a role in many aspects. Enterprises are using blog for internal and external munication in order to strenghten the relationship of customers and improve the results of business , enterprise blog marketing is a doubleedged taking good advantage of it,the enterprise’s reputation can be improved,the product’s image can be promoted and the enterprise’s philosophy can be ,The enterprise can reach the goal that customers and employees municate timely and effectively. On the contrary,it will bring disastrous consequences to the enterprise . Therefore, when formulating a blog marketing plan,the enterpriser not only need to monitor the blog all day long and prevente crisis,but also need to actively municate with the customers to minimize the harm. Using blog marketing activities will bee one of the future to use blog marketing, how to use it and to innovate blog on marketing timely are bound to change the current world order of petition. Keywords : Blog Marketing blog The third blog platform Blog circle 3 目錄 摘要 ........................................................................ 1 ABSTRACT .................................................................... 2 前言 ........................................................................ 4 1 關(guān)于博客 ................................................................. 5 什么是博客 ........................................................... 5 博客的發(fā)展過(guò)程 ....................................................... 6 博客的分類 ........................................................... 7 2 企業(yè)博客營(yíng)銷分析 ......................................................... 7 企業(yè)博客營(yíng)銷定義 ..................................................... 7 企業(yè)博客營(yíng)銷的特點(diǎn) ................................................... 7 企業(yè)博客營(yíng)銷價(jià)值體現(xiàn) ................................................. 9 企業(yè)博客營(yíng)銷的發(fā)展趨勢(shì) .............................................. 11 3 企業(yè)博客營(yíng)銷策略 ........................................................ 11 企業(yè)博客營(yíng)銷指導(dǎo)理論 —— 4C .......................................... 11 企業(yè)博客營(yíng)銷操作策略 ................................................ 12 企業(yè)博客營(yíng)銷應(yīng)注意的問(wèn)題 ............................................ 13 企業(yè)博客營(yíng)銷的途徑 .................................................. 13 企業(yè)博客營(yíng)銷的基本形式 .......................................... 13 利用第三方博客平臺(tái)建立博客開(kāi)展的網(wǎng)絡(luò)營(yíng)銷活動(dòng)操作模式 ............ 15 、企業(yè)博客營(yíng)銷平臺(tái)的 選擇 .......................................... 15 4 企業(yè)博客營(yíng)銷管理 ........................................................ 19 企業(yè)博客營(yíng)銷面臨的問(wèn)題 .............................................. 19 有效管理的必要性 .................................................... 20 管理方法 ............................................................ 21 確定企業(yè)博客書寫團(tuán)隊(duì) ............................................ 21 訂立企業(yè)博客管理準(zhǔn)則 ............................................ 23 安排企業(yè)博客營(yíng)銷實(shí)施步驟 ........................................ 23 5 企業(yè)博客營(yíng)銷案例 ........................................................ 24 索尼 (中國(guó) ) .......................................................... 24 百度公司 ............................................................ 24 聯(lián)想集團(tuán)公共企業(yè)博客 ................................................ 24 6 結(jié)論 .................................................................... 25 致謝 ....................................................................... 25 參考文獻(xiàn)： ................................................................. 26 附錄 ....................................................................... 27 4 前言 新技術(shù)為企業(yè)開(kāi)啟了新的信息溝通傳遞方式。一些企業(yè)開(kāi)始利用新的媒體 —— 博客(BLOG)，來(lái)接觸并與他們的客戶、員工、潛 在客戶和商業(yè)合作伙伴進(jìn)行溝通，開(kāi)創(chuàng)了營(yíng)銷歷史上的新天地?！敦?cái)富》 500強(qiáng)中的公司已有通用、