微博营销学士毕业论文

本科生毕业论文（设计）题目：微博对电子商务企业营销的影响分析学系：物流贸易学院专业：电子商务学生姓名：戴芸学号：09532500128指导教师：赵军镜职称：二〇一三年三月微博对电子商务企业营销的影响分析【摘要】自从加入WTO以来中国的外向型经济得到了蓬勃发展，随着世界经济一体化进程的发展，网络经济的发展最为迅速，而今电子商务的发展已不容小视。电子商务是网络化的新型经济活动，正以前所未有的速度迅猛发展着，已经成为主要发达国家增强经济竞争实力，赢得全球资源配置优势的有效手段。电子商务产业具有市场全球化、交易连续化、成本低廉化、资源集约化等优势。因Twitter崛起而声名鹊起的微博，在近4年的发展中，因为其即时且广泛的传播力在社会诸多领域所发挥的作用，引起了广泛关注。而同样作为21实际信息时代的主流的电子商务应该以什么样的方式去将微博为己所用，作为一种新的电子商务模式就成为了一个重大课题。论文根据微博目前的发展状况，从微博的含义、微博的应用、微博的营销方式到微博对电商企业营销产生的影响四个方面阐述了对微博的认识。针对现实情况，本文结合案例试图讨论分析微博与其他营销方式的整合营销策略。通过分析其他营销方式的优缺点，结合微博营销的特点分析微博与其整合的营销策略，从而扬长避短，使企业的营销行为事半功倍，从而达到理想的营销效果。通过对本文的研究，可以看出随着社会的多元化发展，以及人们生活的多样化，单一的营销方式已经不能满足当代市场竞争的需要。面对90后消费时代的到来，广泛、统一的营销模式已经不能符合90后追求个性的要求，因此企业需要实施全方位具有针对性、个性化的立体化营销策略【关键词】微博:微博营销:电子商务:方法与策略【Abstract】Withtheemergenceanddevelopmentofmicro-blog,greatimportancehasbeenattachedtomicro-blogmarketingbymanycompaniesduetoitsvariousadvantages.However,thesimplemicro-blogmarketingstrategyisnotadequateforallthecompaniesanditseffectisnotobvious.Therefore,theIntegratedMarketingStrategyofmicro-blogwillbethefocusofmarketingfieldandcompaniesasthetheoryofIntegratedMarketingisgrowingup.ThisthesisfocusesontheIntegratedMarketingStrategiesofmicro-blogandotherMarketingStrategieswithcasestudy.byanglicizingtheadvantageanddisadvantageofothermarketingstrategiesandtheIntegratedMarketingStrategybetweenmicro-blogandotherMarketingStrategies,Thusmakethecompaniesfosterstrengthsandcircumventweaknessesandachievethemultipliereffectinmarketing.Throughtheresearchofthisarticle,weknowthatwiththediversificationofsocialdevelopment,aswellasthediversificationofpeople'slives,asinglemarketingapproachcannolongermeettheneedsofthecontemporarymarketcompetition.Facedwiththearrivaloftheconsumerswhowerebornafterthe1990s,awiderangeofunifiedmarketingmodelhasbeenunabletomeettherequirementsofthepeopleswhosepursuitsareindividuality,socompaniesneedtoimplementafullrangeoftargeted,personalizedthree-dimensionalmarketingstrategy.【Keywords】Microblog；MicroblogSealing；Electroniccommerce；Methodandtactics目录第一章引言.....................................................................................................................................51.1选题和背景........................................................................................................................51.2研究目的和意义...............................................................................................................51.3文献综述...........................................................................................................................51.4研究内容和方法...............................................................................................................6第二章微博的概述.........................................................................................................................62.1微博的概念及特点...........................................................................................................62.2微博的发展现状...............................................................................................................7第三章微博营销概述.....................................................................................错误!未定义书签。3.1微博营销的定义...............................................................................................................83.2微博营销的特点...............................................................................................................93.3微博营销与其它网络营销方法的比较...........................................................................93.4企业微博营销的价值分析.............................................................................................10第四章微博营销策略与技巧.........................................................................错误!未定义书签。4.1微博营销的内容策略.......................................................................错误!未定义书签。4.2微博营销的互动策略.......................................................................错误!未定义书签。4.3微博营销的整合策略.......................................................................错误!未定义书签。第五章微博对电商企业的影响...................................................................................................135.1微博营销对企业品牌传播的影响.................................................................................135.2微博对电商企业内控的影响.........................................................................................145.3微博对企业营销管理发展的影响.................................................................................145.4微博对电商企业发展方面的影响.................................................................................155.5微博的移动性对电子商务企业的影响.........................................................................155.6微博对电商企业综合方面的影响.................................................................................155.7微博营销的一些案例.....................................................................................................11第六章企业如何应用微博...........................................................................................................166.1企业应用微薄的基本方法..............................................................................................176.2微博营销风险的防范与控制...