【摘要】：微博營銷是指利用微博平臺(tái)進(jìn)行信息傳播的一種社會(huì)化媒體營銷方式。企業(yè)運(yùn)用微博的文字,圖片,鏈接等功能,對(duì)信息進(jìn)行實(shí)時(shí)傳播,與用戶進(jìn)行有效互動(dòng),促使信息的評(píng)論與轉(zhuǎn)發(fā),進(jìn)而推動(dòng)宣傳,促進(jìn)銷售。但是目前企業(yè)微博營銷策略較平庸,創(chuàng)意不突出,內(nèi)容同質(zhì)化明顯,因此微博營銷的創(chuàng)新策略亟待推出。與此同時(shí),智能小家電因其智能性、開放性、網(wǎng)絡(luò)性、兼容性、生態(tài)性等特點(diǎn),一經(jīng)投放,便受到消費(fèi)者的青睞；截至目前已有諸多家電企業(yè)開通了微博,但智能小家電的微博營銷尚處于初級(jí)階段,微博營銷還存在較多問題,仍有很大的改進(jìn)空間。因此,智能小家電的微博營銷創(chuàng)新策略的探索,在智能小家電盛行、微博營銷方興未艾的大背景下,有著十分重要的理論意義及實(shí)際價(jià)值。 本文整合相關(guān)文獻(xiàn)資料,明確了微博營銷的特性,客觀分析了我國目前智能小家電微博營銷的現(xiàn)狀及存在的問題,采用分層抽樣、典型抽樣、深度觀察、個(gè)案研究等方法對(duì)50個(gè)智能小家電的微博營銷進(jìn)行分析,揭示了智能小家電微博營銷的內(nèi)在規(guī)律。同時(shí)運(yùn)用大量實(shí)際案例從獨(dú)特個(gè)性的內(nèi)容設(shè)置、多維全面的口碑傳播、人性周到的互動(dòng)方式、優(yōu)勢互補(bǔ)的資源整合、情理結(jié)合的體驗(yàn)?zāi)Ｊ綄?duì)智能小家電企業(yè)微博營銷策略的創(chuàng)新進(jìn)行了深入的探討。最后,筆者根據(jù)自己在4A廣告公司實(shí)習(xí)的經(jīng)歷,充分利用自身所掌握的資訊,結(jié)合參與的云罐微博營銷項(xiàng)目實(shí)例,對(duì)其整體微博營銷戰(zhàn)略的實(shí)施進(jìn)行了客觀的分析和評(píng)估,希望能對(duì)我國智能小家電微博營銷的理論研究做點(diǎn)工作,能為我國智能小家電微博營銷策略的創(chuàng)新做點(diǎn)努力。
[Abstract]:Micro-blog marketing is a kind of social media marketing mode that uses micro-blog platform to disseminate information.Enterprises use the functions of text, pictures and links of micro-blog to disseminate information in real time, interact with users effectively, promote the comment and forwarding of information, and then promote publicity and sales. At the same time, smart home appliances are favored by consumers because of their intelligence, openness, network, compatibility, ecology and other characteristics. Up to now, many home appliances enterprises have opened micro-blogs, but smart home. The micro-blog marketing of electric appliances is still in its infancy, there are still many problems in micro-blog marketing, and there is still a lot of room for improvement.
This paper integrates relevant literature, clarifies the characteristics of micro-blogging marketing, objectively analyzes the current situation and existing problems of micro-blogging marketing of smart home appliances in China, analyzes the micro-blogging marketing of 50 smart home appliances by stratified sampling, typical sampling, in-depth observation and case study, and reveals the micro-blogging marketing of smart home appliances. At the same time, using a large number of practical cases from the unique personality of the content settings, multi-dimensional and comprehensive word-of-mouth communication, thoughtful human interaction, complementary advantages of the integration of resources, rational combination of experience mode of smart small home appliances enterprises micro-blog marketing strategy innovation carried out in-depth discussion. Based on the company's internship experience, making full use of the information we have mastered and taking part in the cloud pot microblogging marketing project as an example, this paper objectively analyzes and evaluates the implementation of its overall microblogging marketing strategy, hoping to do some work on the theoretical research of smart small household appliances microblogging marketing in China, and to help the smart small household appliances microblogging marketing strategy in China. Make some efforts in innovation.
【學(xué)位授予單位】：華東理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F426.6;F274

【參考文獻(xiàn)】

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本文編號(hào)：2241219