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| 论文编号： | 3350 | |
| 作者编号： | 2120092378 | |
| 上传时间： | 2011/6/9 10:56:00 | |
| 中文题目： | 基于微博的网络营销模式与战略定位研究 | |
| 英文题目： | Subject on Micro-blog Online Marketing Mode and Strategic Orientation | |
| 指导老师： | 李东进 | |
| 中文关键字： | 微博;网络营销;危机公关;战略定位 | |
| 英文关键字： | Micro-blog;Online Marketing;Crisis PR;Strategic Orientation | |
| 中文摘要： | 虽然微博在中国登陆的时间并不长，但自从登陆之日起近几年呈现出迅速普及的发展势头。微博在中国不仅成为了在信息的交流和互动中的主要网络沟通渠道，而且已经通过各种形式进入到网络营销的领域并逐渐成长起来，成为了新型网络营销模式中的成员之一。 它作为具有简便、扼要、快捷，个性化与互动性强等特征的网络沟通方式存在着，同时还具备着各种功能以及符合网络营销模式发展规律的各种特点。本文从微博的特点出发，通过对现有网络营销模式和微博网络营销模式进行比较分析，初步得出了微博网络营销模式的特点。并以此为基础，提出了微博网络营销的战略定位。 通过以上分析和研究得出的结论是，微博网络营销模式以本身具有的特征与优势，发挥出其他网络营销模式所不能替代的功能和作用。 本论文的创新之处就在于对原有网络营销模式与微博网络营销模式进行特征上的比较分析。 本论文为了克服文献研究和逻辑分析上的缺陷与局限性，通过对国内外具代表性典型的微博网络营销案例进行了分析，并试图进一步论证基于微博的网络营销模式在企业网络营销中所能发挥的作用。 | |
| 英文摘要： | Micro-blog has had the trend of popularization and development in the last few years since used, although it hasn’t been used for long in China. Not only is it the main network modes in communication of information and interactive relationship, but also it has gained the strength in the online marketing field in any of various forms and has become a member of the new-type online marketing mode. This subject exists in online modes with convenience, summary, individuation interactivity and has several of kinds expanding functions and characteristics according with law of development in online marketing pattern. This article describes the characteristics of micro-blog, analyzes the comparison between online marketing pattern and micro-blog marketing modes. This subject lays out orientation for the development strategy about micro-blog marketing according to analyzing its advantages. The upshot is that it plays an irreplaceable role in function and effect with its feature and superiority compared with other online marketing modes. If this thesis is original, I think it is probably because of compartment analysis between other online marketing mode and micro-blog marketing mode. In this essay, the author analyzes and discusses the problems through the domestic and foreign typical micro-blog marketing cases in order to overcome literature study and logical analysis; try to further prove that micro-blog marketing mode has main position and role in online marketing mode. | |
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