本文選題：微博　切入點(diǎn)：微博營(yíng)銷　出處：《山東大學(xué)》2013年碩士論文

【摘要】：2010年以后微博在國(guó)內(nèi)得到了爆炸式的發(fā)展,成為社交網(wǎng)站、博客等又一個(gè)重要的交流互動(dòng)平臺(tái)。企業(yè)的微博營(yíng)銷也就開始于微博的興起和漸趨盛行。與此同時(shí)騰訊網(wǎng)、新浪網(wǎng)、搜狐網(wǎng)等等門戶網(wǎng)站也開始著手打造自己的微博。微博不僅為人們創(chuàng)造了在很多方面都優(yōu)于現(xiàn)有媒體的營(yíng)銷平臺(tái),更重要的是搭建了-個(gè)更快捷、更便利的溝通平臺(tái)。傳統(tǒng)的營(yíng)銷方式開始逐漸落后與時(shí)代發(fā)展的腳步,一種全新的新媒體營(yíng)銷方式-微博營(yíng)銷已經(jīng)開始悄然興起。微博成為公司營(yíng)銷的新工具,相比較傳統(tǒng)營(yíng)銷方式而言,微博營(yíng)銷可以更快速地幫助公司建立起顧客忠誠(chéng)度,發(fā)現(xiàn)潛在客戶,實(shí)行精準(zhǔn)營(yíng)銷。但是新事物的出現(xiàn)也必將會(huì)帶來新的挑戰(zhàn)。 鑒于此,本文從微博營(yíng)銷角度出發(fā),首先分析企業(yè)微博營(yíng)銷的概念及4C理論,整合營(yíng)銷理論,病毒式營(yíng)銷理論,直復(fù)營(yíng)銷理論,關(guān)系營(yíng)銷理論。又基于LSH的內(nèi)環(huán)境分析,透視了工程機(jī)械行業(yè)的微博營(yíng)銷現(xiàn)狀,提出LSH推行微博營(yíng)銷的必要性。結(jié)合行業(yè)特點(diǎn)及公司現(xiàn)狀創(chuàng)新性的提出LSH公司微博營(yíng)銷的四大策略：微博營(yíng)銷的品牌推廣策略,微博營(yíng)銷與網(wǎng)絡(luò)資源整合營(yíng)銷策略,線上線下相結(jié)合的微博營(yíng)銷策略,服務(wù)營(yíng)銷策略以及名人代言策略。并針對(duì)LSH公司的微博營(yíng)銷策略提出具體的實(shí)施方案,以及風(fēng)險(xiǎn)的防范和控制。
[Abstract]:Weibo has been exploding in China since 2010, and has become another important interactive platform for social networking sites, blogs and so on.The Weibo marketing of the enterprise also begins with the rise and the gradual vogue of Weibo.At the same time QQ.com, Sina, Sohu and other portals began to build their own Weibo.Weibo has not only created a marketing platform that is superior to the existing media in many ways, but also built a faster and more convenient communication platform.The traditional marketing mode has started to lag behind and develop step by step of the times. Weibo marketing, a new new media marketing method, has started to rise quietly.Weibo has become a new marketing tool for the company. Compared with the traditional marketing mode, Weibo marketing can help the company establish customer loyalty, find potential customers, and carry out accurate marketing more quickly.But the emergence of new things is bound to bring new challenges.In view of this, this article starts from Weibo marketing angle, first analyzes the concept and the 4C theory of the enterprise Weibo marketing, integrates the marketing theory, the virus type marketing theory, the direct reply marketing theory, the relational marketing theory.Based on the analysis of the internal environment of LSH, this paper analyzes the current situation of Weibo's marketing in construction machinery industry, and points out the necessity for LSH to carry out Weibo's marketing.According to the characteristics of the industry and the current situation of the company, this paper puts forward four strategies of Weibo's marketing in LSH Company: the brand promotion strategy of Weibo marketing, the integrated marketing strategy of Weibo marketing and network resources, and the online and offline Weibo marketing strategy.Service marketing strategy and celebrity endorsement strategy.And put forward the concrete implementation plan for Weibo marketing strategy of LSH company, as well as the prevention and control of risk.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F426.4

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