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本文以营销理论、传播理论、组织理论为理论铺垫,以企业在微博上开展营销为研究对象,剖析企业开展微博营销是企业开拓市场的重要营销手段、有利于企业降低营销成本等价值,总结了企业通过微博进行营销时存在三大问题,即传播效果的局限性、缺乏精心经营和反馈评论互动少。针对这些问题,结合未来营销发展趋势,探讨设立微博营销组织机构、善于借势造势进行事件营销等提升对策。
In this paper, marketing theory, communication theory and organizational theory are pave the way for the development of marketing in Weibo as the research object. It is an important marketing method for enterprises to develop microblogging marketing to help enterprises to reduce marketing cost, There are three major problems that companies face when marketing through Weibo, namely, the limitation of communication effect, lack of meticulous operation and little feedback and comment interaction. In response to these issues, combined with the future development trend of marketing, explore the establishment of microblogging marketing organizations, be good at occasionally campaign events such as enhancing marketing strategies.