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1、畢業(yè)論文（設(shè)計(jì)）題目：淺談企業(yè)微博營(yíng)銷(xiāo)策略（英文）TheAnalysisonEnterpriseMicro-blogMarketingTactics院別：經(jīng)濟(jì)與貿(mào)易學(xué)院專(zhuān)業(yè)：國(guó)際商務(wù)（師范）姓名：李澤娜學(xué)號(hào)：2008204544009指導(dǎo)教師：岑孟君日期：2012年5月5日13淺談企業(yè)微博營(yíng)銷(xiāo)策略摘要隨著微博的興起與走紅，微博已發(fā)展成為一種新型網(wǎng)絡(luò)營(yíng)銷(xiāo)模式，其營(yíng)銷(xiāo)的價(jià)值已被嗅覺(jué)敏感的企業(yè)所關(guān)注，越來(lái)越多的企業(yè)已經(jīng)從微博中獲利，如何利用微博平臺(tái)開(kāi)展?fàn)I銷(xiāo)工作已成為企業(yè)產(chǎn)品營(yíng)銷(xiāo)的重要途徑。本文在分析了微博營(yíng)銷(xiāo)對(duì)企業(yè)的價(jià)值及存在問(wèn)題的基礎(chǔ)上，探討了企業(yè)利用微博進(jìn)行網(wǎng)絡(luò)營(yíng)銷(xiāo)的策略，并對(duì)企業(yè)微博營(yíng)
2、銷(xiāo)的發(fā)展趨勢(shì)和前景進(jìn)行了展望。關(guān)鍵詞：企業(yè)；微博營(yíng)銷(xiāo)；策略1313TheAnalysisonEnterpriseMicro-blogMarketingTacticsABSTRACTWith?the?popularity?of?micro-blog?,?micro-blog?has?become?a?new?network?marketing?mode.?The?marketing?value?of?micro-blog?has?been?got?attention?by?smell?sensitive?enterprise?.More?and?more?enterprises?have
3、?already?benefited?from?micro-blog.?How?to?use?the?micro-blog?platform?to?do?marketing?has?become?an?important?way?of?enterprise’s?product?marketing.?This?article?is?based?on?the?analysis?of?the?value?and?problems?of?micro-blog?marketing?to?enterprise?and?it?discusses?how?enterprises?can?use?mic
4、ro-blog?network?to?do?marketing?strategy.?Besides,?it?is?also?looking?forward?to?the?development?of?micro-blog?marketing?and?its?future?trend.KeyWords:Enterprise;Micro-blogMarketing;Strategy13目錄一、微博營(yíng)銷(xiāo)的概述1（一）微博及微博營(yíng)銷(xiāo)的含義................................................1（二）微博及微博營(yíng)銷(xiāo)的特點(diǎn).................
5、...............................1二、微博的企業(yè)營(yíng)銷(xiāo)價(jià)值2（一）微博可以大大降低企業(yè)網(wǎng)上服務(wù)推廣的費(fèi)用..............................3（二）雙向互動(dòng)，提高客戶(hù)滿(mǎn)意度............................................3（三）更有效地了解消費(fèi)者行為,對(duì)市場(chǎng)動(dòng)向做出快速反應(yīng)，采取正確的營(yíng)銷(xiāo)對(duì)策...3（四）促進(jìn)樹(shù)立良好口碑，推動(dòng)品牌宣傳，從而提高消費(fèi)者忠誠(chéng)度................3三、企業(yè)微博營(yíng)銷(xiāo)存在的問(wèn)題4（一）低門(mén)檻的泛濫..............................
6、..........................4（二）容易為競(jìng)爭(zhēng)對(duì)手提供便利..............................................4（三）易產(chǎn)生網(wǎng)絡(luò)危機(jī)公關(guān)問(wèn)題..............................................4（四）有名無(wú)品，名牌不等于品牌............................................5四、企業(yè)開(kāi)展微博營(yíng)銷(xiāo)的策略探討5（一）個(gè)性化營(yíng)銷(xiāo)策略——目標(biāo)定位明確，發(fā)布高品質(zhì)的信息....................5（二）創(chuàng)新?tīng)I(yíng)銷(xiāo)策略——企業(yè)微博營(yíng)銷(xiāo)模式需要不斷
7、創(chuàng)新，出奇制勝..............6（三）互動(dòng)營(yíng)銷(xiāo)——選擇話(huà)題吸引大規(guī)模的粉絲，培養(yǎng)潛在客戶(hù)..................7（四）情感營(yíng)銷(xiāo)策略——注重人情味，關(guān)愛(ài)粉絲，以情動(dòng)之......................8（五）總動(dòng)員策略——全員參與，及時(shí)更新內(nèi)容................................9五、微博營(yíng)銷(xiāo)的發(fā)展趨勢(shì)及前景展望9（一）小型企業(yè)更青睞微博營(yíng)銷(xiāo).....................
