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随着“互联网+”时代的到来,微博已成为现在最流行的社交媒体。微博自身强大的交互效应和名人效应对信息的扩散传播作用日渐明显。微博在企业品牌推广、信息推送、交互服务、资源成本等方面都具有传统营销手段无法比拟的优势,成为当下企业营销推广的新宠。如今,微博矩阵式营销已经成为企业微博运营的重要战略之一。本文从微博用户角色划分的角度对微博矩阵中的微博用户节点进行细分,结合PKUVIS微博可视化工具对不同类型角色的传播效果做出综合评价,以期探索出更加有效的企业微博矩阵营销方法。
With the advent of “Internet + ”, Weibo has become the most popular social media nowadays. Weibo own powerful interactive effects and celebrity effects on the diffusion of information spread more and more obvious. Weibo has the incomparable advantages of traditional marketing methods in corporate branding, information push, interactive services, and resource costs, and has become the new darling of the current corporate marketing. Today, the Weibo matrix marketing has become one of the important strategies for the operation of microblogging companies. In this paper, the micro-blog user nodes in the Weibo matrix are subdivided from the perspective of the role allocation of microblog users, and combined with the PKUVIS Weibo visualization tools to make a comprehensive evaluation of the communication effects of different types of roles in order to explore a more effective micro-blog Matrix marketing methods.