企业微博营销探析-XX餐厅为例_广告学.doc

摘要:自2006年blogger创始人埃文.威廉姆斯推出微博后，当年Twitter被Alexa网页流量统计评定为最受欢迎的50个网络应用之一。在中国，从2007年中国第一家带有微博色彩的饭否网开张，到2009年，微博这个全新的名词，以摧枯拉朽的姿态扫荡世界，打败奥巴马、甲流等等名词，成为全世界最流行的词汇。容量只有140字的微博正慢慢改变着人们的生活状态，改变着品牌传播的模式，改变着企业营销的思考。正是微博蕴含的巨大能量，吸引众多企业纷纷开通微博进行推广产品和服务，于是就诞生了新兴的微博营销。在国内，微博爆发式发展是在2011年，新浪和腾讯两大微博阵营的用户数均已超过2亿，中国企业见此盛景也轰轰烈烈加入微博营销的行列。两年间，成功案例不少，但也有失败的企业；究其原因，主要在于多数企业没有研究清楚微博营销的特点、优劣势等等，一股脑热就上马。本文着重分析北京“开小灶”餐厅的成功经验，从中挖掘出微博营销的方法和模式，并推广到其他企业。

关键词：微博；营销；开小灶

Abstract:Since 2006, the founder of the blogger Evan Williams launched Micro-blog , When the Twitter is Alexa webpage traffic statistics for the 50 most popular network application of. In China, since 2007China's first with a micro-blog color Fanfou, opened,2009, micro-blog this brand-new noun, the all-powerful posture sweeps the world, defeating Obama, a stream and so on nouns, one of the world's most popular vocabulary. Capacity of only140 words of micro-blog is slowly changing people's life, changing the brand communication pattern, changing the enterprise marketing. It is the Micro-blog  of the great energy contains, attract many enterprises have opened the Micro-blog  for promotion  products and services, and the new micro Po marketing was born . In the domestic, the Micro-blog ’s outburst development was in 2011, sina and tencent two big Micro-blog  camp of subscribers are already more than 200 million, China enterprise found this spectacular also magnificent and victorious to join the ranks of the micro Po marketing.With two years,there were many successful cases, but also have failed enterprise; Investigate its reason, mainly is most enterprise research has not cleared the micro Po marketing characteristics, advantages and disadvantages, and so on, A watched pot never boils. 

　　　This paper analyzes the Beijing "KaiXiaoZao” restaurant of the successful experience of the form, dig the marketing methods and models, and extend it to other enterprises.

Keywords: Micro-blog; marketing；Kai Xiaozao

　　　企业品牌在微博这个新平台上，是平等的，在同一起跑线上，谁先把握住了机遇，跟上微博营销的节奏，拥有更多的社交网络资源，谁就有可能创造更大的价值。企业管理人面对新的环境需要改变思考方式，调整营销战略，做到及时决策，及时营销，及时传播。

　　　世界在变，社会环境在变，人们的生活态度、价值观也时刻在变，那么对品牌的需求也在慢慢变化着。企业的营销须紧跟潮流，满足不同阶段的人需求。但万变不离其宗，把握住了当下才看得到未来，共同期待下一个品牌奇迹。