企业博客营销及其策略分析

企业博客营销及其策略分析I目录引言........................................................................11导论......................................................................21.1研究目的及意义.......................................................21.2国内外研究综述.......................................................21.2.1国内研究现状...................................................21.2.2国外研究现状...................................................32博客营销的相关理论........................................................52.1博客的定义...........................................................52.2博客推广.............................................................52.2.1定义...........................................................52.2.2博客推广的方法.................................................52.3博客营销.............................................................62.3.1博客营销的定义.................................................62.3.2博客营销的特点.................................................62.4博客营销相对于其他网络营销方式的优势.................................73企业博客营销策略分析......................................................93.1企业博客营销策略.....................................................93.1.1制定博客营销计划...............................................93.1.2博客内容的确定................................................103.1.3博客信息的传播................................................103.1.4用户参与体验..................................................113.1.5企业博客的管理................................................123.1.6网络营销手段的整合............................................133.1.7博客营销效果评估体系..........................................133.2博客营销案例分析....................................................134我国企业博客营销发展过程中存在的问题.....................................154.1我国企业博客营销发展现状............................................154.1.1博客用户数量不断增长..........................................154.1.2企业积极尝试博客营销..........................................154.1.3企业博客营销价值显现..........................................164.2我国企业博客营销发展存在的问题......................................164.2.1缺乏质量过硬的产品和服务的问题................................174.2.2流于形式，缺乏实质内容的问题..................................174.2.3受众局限性的问题..............................................174.2.4法律监管薄弱的问题............................................185对我国企业实施博客营销的建议.............................................195.1改变观念，重视博客营销..............................................195.2加强网络信息监管....................................................195.3改善博客营销环境，制定企业博客规则..................................195.4对企业博客进行有效管理..............................................205.5积极应对博客危机....................................................20结束语.....................................................................22致谢.......................................................................23II参考文献...................................................................24III摘要近年来，博客作为一种新兴的交流与分享平台，已经超过网页、邮件、论坛等媒介，成为人们日常生活中重要的信息来源之一。随着全球博客用户数量的迅速增加，博客的优点已逐渐展现出来。最初，只是个人通过博客以网上日志的形式与他人分享个人观点，只是粉丝在博客上谈论他们喜爱的球队或音乐，但现在，博客的应用已涉及到了商业领域——商人也开始利用博客来扩大公司的影响力了。可以说，博客已经从一种边缘现象发展成为整个社会都接受的事物。博客优点众多，包括用户群广泛，讨论话题多样，操作简单，成本较低，并可实现博主与访客之间的直接交流沟通。博客的这些优点，使企业可以通过博客更精准的向目标客户推广产品，与消费者直接沟通，并在较大程度上影响消费者的购买意向。博客营销是一种重要且有效的推广方式。博客营销高度重视长期客户关系的建立。博客使客户与企业的沟通变得更方便易行，从而可实现企业维持老客户，吸引新客户的目的。通过博客营销，企业还可提高产品知名度，并可快速应对危机。而且，博客营销的成本较低。总而言之，博客营销对于企业将来的发展起着至关重要的作用。本文介绍了博客营销的相关理论知识，分析了开展博客营销的方法，对企业如何开展博客营销提出了指导建议，以期对今后企业开展博客营销提供参考。关键词：博客博客营销策略IVAbstractInrecentyears，blogs，thenewlyemergingcommunicationandsharingplatform，havesurpassedothermediumslikewebpages，emails，BBS，etc．andhavebecomeverypopularinformationsourceinpeople’sdailylife．Withthenumberofbloggerssoaringaroundtheglobeandtheadvantagesofblogsshowingup，bloggingseemstobeevolvingfromindividualssharingtheirthoughtswiththeworldviaonlinediaries，throughfanstalkingabouttheirfavoritesportsteamsormusic，rightuptoseriousbusinessmindsdiscussingindustryfutures．Wecouldsaythatbloghasalreadydevelopedfromafringephenomenonintosomethingmorewidelyadoptedinsocietyasawhole．Blogsboastagreatnumberofusers，diversetopics，easyoperation，lowercostanddirectcommunicationbetweenbloggersandvisitors．Havingtheseadvantages，blogmarketingmakesitfeasibleforcompaniestopromotetheirproductstomoretargetedcustomers，communicatedirectlywiththem，andinfluencetheirpurchasedecisionmakingtoagreatextent．Blogmarketing，asonekindofdirectmarketingandanimportantpromotionapproach，attachesgreatimportancetotheestablishmentoflong—termcustomerrelationship．Bymakingitpossibleandquiteconvenientforcustomerstocommunicatedirectlywithmarketersthroughtheblogchannel，companiesarecapableofmaintainingoldcustomersandmeanwhilewinningnewcustomers，improvingbrandawareness，makingquickresponsewhendealingwithcrises，etc．Whatismorefascinatingisthatcompaniescoulddoallthesethingsatlowercost．Allinall，blogandblogmarketingisofsignificantimportancetothefurtherdevelopmentofcompanies．Althoughtherehavealreadybeenmanysuccessfulcasesintermsofblogmarketingamongforeigncompanies，forexample，thecaseofNike’sArtofSpeed，ofAudio’sArtoftheHeist，ofStormhoekwine，etc．fewcouldbenotedinChinatillnow．Thisisfirstgive