探寻品牌微博地最佳传播方式.doc

实用标准文案 精彩文档 探寻品牌微博的最佳传播方式 【摘要】 微博作为一个新的传播平台、媒介产品，具有开放性、便携性、原创性、简单性等特征，已经逐渐成为最时尚的网络社区之一。微博对人们的日常生活、表达方式、媒介使用习惯等方面产生了巨大的影响。然而国内有关微博的商业价值的研究文献相对缺乏。本文尝试在具体论证微博商业价值研究意义的基础上，用实证主义的定量分析法，通过研究具体的品牌微博案例的传播效果，找到优秀微博的共性，论证品牌微博的最佳传播方式。分析这些优秀的微博的内容性质，对于企业微博有很大的实用价值。并由此得出结论，品牌微博的最佳发布时间是上午9：00到11：00和晚上的21：00到23：00；品牌微博的最受关注的内容是线上线下的活动推广，分享小知识、小建议以及产品的介绍信息；适量的与品牌不相关联的微博也可以发布用以吸引关注等等。 【关键词】 微博 品牌 传播效果 传播方式 The research of the best communication ways of Brand Microblogs 【Abstract】As a newly-developed communicating platform and media product, Microblog, holding remarkable features of openness, portability, originality and simplicity, has gradually becomes the most fashionable online community. Recent years, the Microblog has greatly influenced aspects such as the daily life, ways of expression, media usage etc.. However, the existing researches on the potential commercial values of the using of Microblog still remain limited. According to this fact, the study tries to find the similarities among high-qualified brand Microblogs by analyzing 22 samples through quantitative methods for the purpose of reaching an in-depth understanding of the best communication ways of Microblog, which could bring practical values for enterprises. The result of the study shows that the best launch time for brand Microblog is 9:00-11:00 and 21:00-23:00; the most attractive contents are online and below-the-line event promotion, tips and the introduction of products; an appropriate amount of contents unrelated to the brand could also be useful, to some extent, to bring the attention of potential customers... 【Key words】 microblog brand communication effects communication ways 目录 第一章 绪论........................................................4 1 研究背景和意义...............................................4 2 相关理论和文献综述...........................................4 2.1 相关理论................................................5 2.2 文献综述................................................5 3 关于微博营销............