基于微博的企业品牌建设研究.doc

摘要:随着人们生活水平的提高，眼界的增长，消费者对于产品的购买也越来越重视品牌，同时，互联网的不断发展与普及，信息传播的不断加快，人们能够很快的掌握最新资讯，这使得很多企业的品牌信誉度也在世界人们能够快速感知到的地方，所以，企业要想在互联网的信息时代取得高速有效的发展，品牌建设成为一个十分重要的核心点。而互联网自2010年起，微博的快速发展，为企业品牌建设提供了良好的平台。

　　　微博凭借其庞大的用户量，以及较短的文字在用户间不停的@过程中。使得信息能够快速的传播，种种特点都有利于企业品牌的传播，然而，企业利用微博进行品牌传播的局势还不够明朗，所以，本文通过对微博营销的阐述，然后分析微博营销对于企业品牌传播的影响与企业进行品牌建设的相关营销策略，指出企业在微博营销中存在的问题，并最终提出企业利用微博进行品牌建设的相关建议，为准备通过微博传播品牌的企业提出参考，帮助他们制度更好的营销策略。

关键词：品牌建设  互联网 微博  微博营销

ABSTRACT:With the improvement of people's living standard, the growth outlook, consumers are more and more attention to the brand for the purchase of the products, at the same time, the development of Internet and the popularization, the dissemination of information is accelerating, people can quickly grasp the latest information, which makes the brand reputation of many enterprises are also the people in the world can quickly perceive place, therefore, develop effective high-speed information age to be in the Internet business, brand construction has become a very important core point. While the Internet since 2010, the rapid development of micro-blog, provides a good platform for the enterprise brand construction.

　　Micro-blog with its large number of users, as well as the process of short text does not stop in the user's @. The information can be quickly spread, all characteristics are conducive to the enterprise brand communication, however, enterprises using micro-blog brand communication situation is not clear, so, based on the micro-blog marketing exposition, and then analysis of micro-blog marketing for the dissemination of corporate brand and enterprise brand construction related marketing strategy, points out the existing micro-blog marketing problems of enterprises, and finally puts forward some relevant suggestions enterprises using micro-blog brand construction, put forward to prepare by micro-blog spread brand enterprises, to help them better marketing strategy system.

Keywords: Brand     internet   micro-blog    micro-blog marketing

　　　第一章前言，阐述了研究该课题的研究背景、研究目的和研究意义。第二章微博营销与企业品牌，分析了微博及微博营销的定义、微博营销的现状、企业利用其他媒体进行品牌传播的现状、企业微博营销的表现形式。第三章微博营销对于企业品牌传播的影响，主要从可作信息发布平台，进行产品的推广；与消费者互动，了解最新动向；进行品牌维护，提升其影响力；处理危机公关这四个方面进行了分析。第四章分析企业利用微博进行品牌传播的营销策略；微博互动塑造品牌；微博促销树立品牌博文营销传播品牌；微博亲和永保企业品牌魅力这四个方面。第五章提出利用微博进行品牌建设的建议，再最后对本文进行了总结。