企业微博营销模式研究.doc

上海电力学院毕业设计（论文）摘要：从发展历程来看微博还是一种新生事物我国微博营销的土壤尚未培育成熟从媒体属性来看微博门槛极低、发布快捷引起大量信息的冗余这就决定了企业微博营销在当前阶段具有一定的局限性。首先信息发布的简单快捷造成了微博平台上大量冗余信息的出现；其次由于营销方式单一缺乏足够的趣味性微博营销的传播能力和传播范围还有待提高；第三在微博营销的过程中企业与受众处于一种偏于单向的关系；第四媒介利用方式并没有做出相应的调整传播效果并不理想；第五微博营销的效果难以评估。针对企业微博营销的局限性本文提出了相应的解决路径。首先要发挥微博营销的优势其次要构建企业微博营销的模式最后给出了相应的对策建议。企业可以通过意见领袖来提升微博的传播效果。企业除了要做一般性的信息发布还要尝试做聆听者与受众进行沟通互动倾听他们的意见。企业可以制定一个系统的营销战略创新媒介利用方式让营销的影响力在各个媒介平台上得到叠加。企业还要随时监控微博动态反馈营销效果为今后的战略决策提供科学的依据。关键词：企业；微博；营销Abstract：Fromthedevelopmentprocessmicro-blogisakindofnewthingsourmicro-blogmarketingsoilhasnotbeendevelopedfromthemediaattributemicro-blogverylowthresholdreleasedquicklycausedalargeamountofinformationredundancythisdecidedtheenterprisemarketinginthecurrentstageofmicro-bloghascertainlimitations.Firstinformationissimpleandquickcausedmicro-blogplatformredundantinformation；secondlybecauseasinglemarketinglackofsufficientinterestmicro-blogmarketingcommunicationabilityandtransmissionlimitsaretobeimproved；thirdinmicro-blogmarketingprocesstheenterpriseandtheaudienceinapartialintheone-wayrelationship；fourthmediauseandnottomakecorrespondingadjustmenttransmissioneffectisnotideal；fifthmicro-blogmarketingeffectisdifficulttoassess.Inviewoftheenterprisemicro-blogmarketinglimitationsthispaperputsforwardthecorrespondingsolutionpath.Firstofalltoplayamicro-blogmarketingadvantagesecondlytobuildenterprisemicro-blogmarketingmodefinallygaveoutcorrespondingcountermeasureproposal.Enterprisesthroughopinionleaderstopromotemicro-blogdisseminationeffect.Enterprisebesideswantingtomakethegeneralinformationbutalsotrytomakethelistenerandaudienceinteractionlistentothem.Theenterprisecandevelopasystemofmarketingstrategycreativemediausemakemarketinginfluenceinvariousmediaplatformisobtainedbystacking.Enterprisesshouldmonitorthemicro-blogdynamicsfeedba