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随着微博客的火爆和深入发展,其最重要的作用已不是简单发布信息,更多的关注聚焦在微博在品牌经营方面的巨大作用上。在微博客上进行品牌营销,作为一种趋势,也是网络新时期品牌经营策略的必然。新浪微博作为国内目前微博最为成功的代表,代表了目前国内微博的一般特性,有一定的典型性,也具备开展品牌经营的极大优势和必然性。本文以新浪微博的品牌经营为例,探讨在互联新时代下,微博客作为一种提升品牌影响力的作用、路径、发展瓶颈及解决方法。
With the hot and in-depth development of micro-blogging, its most important role is not simply to release information. More attention is focused on the tremendous role of Weibo in brand management. In the micro-blog brand marketing, as a trend, but also the inevitable network brand management strategy in the new era. As the most successful representative of Weibo currently in China, Sina Weibo represents the general characteristics of the current Weibo in China, has certain typical features, and possesses the great advantages and inevitability of developing brand management. This article takes the brand management of Sina Weibo as an example to discuss the role, path, bottleneck and solution of the microblogging as a brand influence in the new era of interconnection.