基于SWOT分析的微博营销策略研究.docx

基于SWOT分析的微博营销策略研究摘要随着微博的越来越火热，微博营销的新形势给企业带来无穷的魅力。微博为企业节约营销成本的同时也对传统的营销方式进行挑战。本文探讨了微博的特点分析，探究微博营销环境的策略分析，利用SWOT法研究寻找微博营销的模式分析企业微博营销自身的优势、劣势，外部环境中所面临的机会、威胁，并用系统的思想将这些独立的因素相互匹配起来进行综合分析，制定出科学全面具体的企业微博营销策略，对企业有效地认识微博营销、充分开展好微博营销工作、提高企业竞争力具有重要的现实意义。[关键词] 微博营销；SWOT分析；策略分析；AbstruactAs micro-blogging more and more fiery, microblogging marketing to the new situation offers great charm. Microblogging for businesses save on marketing costs, but also to challenge the traditional way of marketing. This discussion has micro-Bo of features analysis, inquiry micro-Bo marketing environment of policy analysis, uses SWOT law research looking for micro-Bo marketing of mode analysis Enterprise micro-Bo marketing itself of advantage, and disadvantage, external environment in the by faced of opportunities, and threat, and system of thought will these independent of factors mutual match up for integrated analysis, developed out science full specific of enterprise micro-Bo marketing policy, on Enterprise effective to awareness micro-Bo marketing, and full carried out good micro-Bo marketing work, and improve enterprise competitiveness has important of relevance.Key Words: MicroBlog Marketing ; SWOT Method ; Strategy Analysis; 目录摘要......................................................................... IAbstract.................................................................... III一、前言......................................................................1二、微博营销的发展现状.......... ..............................................1三、基于SWOT理论的微博营销环境特点分析........................................2（一）、优势分析...............................................................2（二）、劣势分析...............................................................3（三）、机遇分析...............................................................4（四）、威胁分析...................... ........................................4四、微博营销的策略探究........................................................5（一）、微博营销模式.................................................