基于“微博”的網(wǎng)絡(luò)營銷(已修改)
2025-07-10 00:32 本頁面
【正文】 目 錄一、微博相關(guān)理論分析 3（一）“微博”的含義 3（二）微博的分類 3（三）微博的主要特點 3（四）微博與廣告和公關(guān)的關(guān)系 4 4 5（五）微博的作用 6 6 6 6 7二、微博營銷的發(fā)展現(xiàn)狀 7（一）微博營銷應(yīng)用現(xiàn)狀 7 7 8 8 9（二）微博營銷創(chuàng)造的價值 9 9 9 9 10 10三、當前微博網(wǎng)絡(luò)營銷發(fā)展存在的問題 10（一）微博營銷活動的不穩(wěn)定性 10（二）企業(yè)微博營銷策略模糊 10（三）微博平臺的監(jiān)管制度不完善 11（四）傳統(tǒng)企業(yè)缺乏相關(guān)的專業(yè)人才 11四、微博的網(wǎng)絡(luò)營銷發(fā)展的對策 11（一）注重對企業(yè)微博的管理 11（二）企業(yè)合理地嘗試微博營銷 121．保守嘗試 122．有效準備 12（三）完善企業(yè)微博的監(jiān)控制度 12（四）加強企業(yè)對微博營銷人才的培養(yǎng) 13五、案例分析——諾基亞N8發(fā)布會微博直播 13（一）諾基亞N8產(chǎn)品概述 13 13 13（二）“諾基亞N8，創(chuàng)熠發(fā)布會” 13（三）“諾基亞N8，創(chuàng)熠發(fā)布會”分析 15 15 15： 16六、結(jié)束語 16參 考 文 獻 1717基于“微博”的網(wǎng)絡(luò)營銷中文摘要盤點當前的熱門關(guān)鍵詞，“微博”絕對是名副其實的一個。雖然美國的twitter早在2006年就鋒芒畢露，但在國內(nèi)，直到2009年新浪微博測試版的問世，一股“織圍脖”的熱潮才席卷而來，搜狐、網(wǎng)易、騰訊各門戶網(wǎng)站紛紛推出自己的微博服務(wù)，甚至電信運營商也加入了這個陣營。目前，大多數(shù)企業(yè)都認可網(wǎng)絡(luò)的宣傳效果，他們也通過自辦企業(yè)網(wǎng)站等形式進行產(chǎn)品和服務(wù)展示，但這種靜態(tài)的宣傳方式，難以獲得大量用戶的關(guān)注。微博是比較新銳的傳播手段，一部分具有前瞻性的企業(yè)已經(jīng)開始利用微博傳播速度快、互動性強等特點，對自己的產(chǎn)品、服務(wù)、活動進行營銷，并取得了不錯的效果。本文通過對基于“微博”網(wǎng)絡(luò)營銷的特征，微博營銷的價值，微博營銷的現(xiàn)狀及存在的問題進行分析，針對性的提出微博的網(wǎng)絡(luò)營銷發(fā)展的對策，為企業(yè)能在網(wǎng)絡(luò)經(jīng)濟蓬勃發(fā)展的今天如何探索微博網(wǎng)絡(luò)營銷的價值，提高自身競爭力方面提供一定的理論依據(jù)，對企業(yè)開展網(wǎng)絡(luò)營銷具有積極的意義和應(yīng)用價值。[關(guān)鍵詞]微博；網(wǎng)絡(luò)營銷；商業(yè)價值；營銷模式The network marketing Based on ‘Micro blog ‘AbstractInventory of the current hot keywords, micro blog is absolutely true one. Although the United States of twitter as early as 2006 to hardedged, but in the country until 2009 Sina test version of the advent of microblog, an upsurge of woven scarf was swept, Sohu, Netease, Tencent have launched the portal Own microblog service, and even tele operators have joined this camp. At present, most panies have been recognized by the network advertising effects, they also through selfadministration and enterprise39。s websites and other forms of the products and services show, but this static form of publicity, difficult to acquire a large users39。 attention. Micro blog is more radical new means of dissemination, part of forwardlooking panies have started using the micro blog spread speed, strong interactivity etc, to your own products and services, marketing activities, and have achieved good effect. This paper based on the micro blog network marketing characteristics, micro blog marketing value, micro blog marketing the current situation and existing problems were analyzed, and purposefully presents micro blog39。s network marketing development countermeasures for enterprise can in the network economy booming today how to explore micro blog marketing’s value, improve their own petitiveness provides theoretical basis for enterprises, and to develop the network marketing has positive significance and application value. Keywords: MicroBlog。 network marketing。 mercial value。 marketing model一、微博相關(guān)理論分析（一）“微博”的含義微博，即微博客（MicroB
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