中粮集团微博营销的分析.doc

摘要:随着互联网技术的不断升级，微博正逐渐成为企业开展营销沟通的新型方式。这一新型的营销手段对于企业建树品牌、推广产品、市场调研、与客户零距离接触、随时掌握第一手信息，发挥了独特的作用。中粮集团在微博营销领域不仅是抢先迈出了一脚而且取得了卓越的成绩，对其他企业的营销战术起着重要的借鉴作用。

　　　本文从“分析”和“策略”两个层面，来分析中粮集团的微博营销，中粮集团作为老牌央企在新一轮的营销战中能够出奇制胜，首先得力于与新浪微博的合作；其次，在开展微博营销的过程中，摒弃了传统的抽奖与转发的风格，大胆采用设计微博话题，来达到相互沟通的效果。

　　　中粮集团微博营销的启示在于，微博的发展速度惊人，企业应当及时抓住新的机遇。同时在微博营销的过程中，对客户群的定位和营销的创新策略相当重要。但是，针对不同的企业，自身的定位和策略制定是不同的，应当按照实际的情况进行调整。

关键词：中粮集团；微博营销

Abstract:With the continuing escalation of Internet technology, microblogging is becoming enterprises to develop new ways of marketing communications. This new marketing tool for business achievements brands, promote products, market research, with customers up close, first-hand information at any time, played a unique role. COFCO Group microblogging marketing is not only the first to step his foot and achieved excellent results, the marketing tactics of other companies play an important reference. This article from the "analysis" and "strategy" two levels, to analyze the grain marketing microblogging Group, COFCO, as a veteran, the central enterprises in the new round of marketing war to the game, first of all thanks to the cooperation with Sina microblogging ; Secondly, in carrying out the process of marketing, microblogging, abandon the traditional lottery and forward style, bold use of design microblogging topic, to achieve mutual communication of results. The effect of interactive marketing allows consumers in participating in the process of strengthening of brand awareness.

           COFCO is the revelation of marketing microblogging, microblogging astonishing pace of development, the enterprise shall promptly seize new opportunities. However, for different companies, their positioning and strategy are different and should be adjusted according to actual situation. 

Key words: COFCO; microblogging marketing