微博在企业品牌塑造中的研究.doc

摘要:近年来，微博营销作为一种新型的营销方式在实业界的广泛应用已得到企业人士和传媒组织的认同，学术界的研究也逐渐增多，但多数研究都是对微博营销的总结和发展中的问题进行阐述，然而对其在未来的应用趋势和面对存在的问题如何去改善并没有做过多实质的探讨。

　　　本文从微博理论依据、发展现状分析、国内企业运用微博出现的问题、解决问题的对策、案例分析总结预见未来微博营销的发展趋势，企业如何运用微博这一传播平台塑造企业品牌，以及现阶段出现问题的解决办法。为企业提供如何进行微博营销的理论依据和注意事项。微博作为一个彰显个性的个人和组织传媒平台，企业微博创造了一个又一个传媒奇迹，成功的向公众传播即时信息、与公众及时互动、在公众心目中塑造了一个亲民的形象。本文对企业微博成功的案例分析，总结成功经验，预测微博营销发展趋势。

关键词：微博 企业 微博营销 品牌塑造

ABSTRACT:In recent years, the microblogging marketing as a new marketing widely used in the business community has been the recognition of the business people and media organizations, academic research is gradually increasing, but most studies are summary of the marketing and development of micro-Boin elaborate, however, its application in future trends and to face the problems and did not do too much in real terms of how to improve.

　　　Microblogging theoretical basis, the course of development, characteristics, role and impact development status were analyzed and summarized met microblogging marketing trends, enterprise how to use the microblogging communication platform to create corporate brand, as well as at this stage problemssolution. The theoretical basis for the corporate enterprise microblogging marketing and precautions.Performance assessment is to show enterprise organization to established standards for basic, For its staff in work on the working behavior and work in the case of the collection, analysis, evaluation and feedback process.Microblogging as a media platform for individuals and organizations to express individuality the microblogging Tencent Weibo, Sina microblogging, as well as movie "High Fidelity thirty-three days" how to take advantage, for example, has created a media miracle, the outcome of the dissemination of real-time information to the public,interact with the public in a timely manner, the shape of a populist image in the pubBlic mind.

Keywords：Microblogging; Enterprise; Microblogging marketing; Branding

　　　微博作为一种沟通工具，至微博诞生以来，学者研究微博的沟通特征、信息传播模式、微博沟通风险、微博的商业用途以及微博营销的原则。一种事物的存在都有其价值的存在，微博作为互联网时代的产物有着它独特的价值，微博有助于快速的信息扩散和搜寻，更好的管理用户的社会网络平台，国内外许多学者从商业应用、新闻传播、教育、社会资本、医疗、公民参政以及个人用户创新和即时信息的沟通：商业应用在于对企业品牌的塑造、产品促销、商业预测、情报的收集、影响消费者决策以及客户关系管理；

政务公开，政府向公众发布政策法规和时政新闻；微博在广泛应用于教育事业、公民参政、社会新闻以及其他方面都有着其便捷快速、实时的特点。

    活动互动性和参与度低一直是网络营销的瓶颈，究其原因在于参与活动需要改变用户的网络行为，而且参与方式一般比较复杂。和传统营销单向推广相比，社会化媒介最重要的属性就是透明度，企业可以听到最直接、最及时的用户反馈，通过双向沟通， 让客户更加满意。微博已经成为互联网重要的交流平台和营销阵地，作为企业的一个重要营销舞台，每个粉丝和听众的后面都是一个可能的潜在客户。