企业微博客营销的问题及对策研究.pdf

摘 要 近年来国内微博客发展迅速，除新浪、腾讯、搜狐和网易四大门户网站先后创建各自的微博 客平台外，多家互联网公司、电子商务网站甚至传媒网站也纷纷在各自的网站上开办了微博客。 与其它互联网交流工具不同的是，微博客的意义并不仅仅是一个单纯的信息传播和交流的工具， 它惊人的信息扩散能力在商业上都蕴含着潜在的应用前景。在美国，企业利用微博客营销已成为 普遍的现象，多家企业成立了专门的微博客营销部门。在我国，企业正积极开始尝试利用微博客 营销，许多企业已建立了微博客帐户。但是，尽管许多企业已经意识到微博客可能对企业具有潜 在的应用价值，但对于如何有效地利用它达到预期目标仍感到很迷茫。如何利用微博客提升企业 应用的效率，成了许多企业迫切关注的问题。 论文正是在这样的现实背景之下，首先对微博客营销中涉及的理论基础进行了研究，对微博 客系统本身的架构、功能、特征及传播机制进行了系统分析；然后，从微博客中抽取了企业数据， 从数据中分析我国企业利用微博客的行为特征，发现企业在应用微博客中存在的现状及根本问 题；最后，以理论为指导，以现实为依据，提出了我国企业微博客营销的对策。以期指导我国企 业更好地使用微博客开展企业营销活动，最终促进企业的发展。 关键词：微博客，网络营销，社会化新媒体 I Abstract Micro-blog has developed rapidly in recent years. In addition, Sina, Tencent, Sohu and Netease has created their own micro-blog platform, many other Internet companies, E-commerce sites and even media sites have also created micro-blog. Contrary to the other Internet tool of communication, micro-blog is not only a simply tool of information dissemination and exchange, its amazing ability to spread information involve potential of application in business field. In the United States, the use of micro-blog marketing has become a common phenomenon. Many companies have set up a special micro-blog marketing department. In China, companies actively start trying to use micro-blog. And many companies have established micro-blog account. However, many companies feel confused for how to meet the expecting goal, though they have realized that micro-blog may have potential of applications in business. How to take advantage of micro-blog and improve the efficiency of application is a question that companies care about urgently. This paper is in the context of reality back