【作者】 刘婷；

【导师】 陈运娟；

【作者基本信息】 南昌大学 ， 工商管理， 2011， 硕士

【摘要】 综合了短信、博客、社交网站、IM(即时通讯软件)等特点的微博影响力巨大,正日益受到人们的青睐。这使得微博不仅在资讯、政治方面所发挥的作用越来越突出,而且在商业方面,也逐渐被认为是营销的一种有效新方式。微博营销无论是在国外还是国内,都还处于摸索阶段。因此,在这个时候探讨微博营销,尤其是探讨微博对企业营销创新的影响、价值及运作格外有益,是现时代的一个重要课题。该选题研究有助于丰富微博研究的视角,深化对微博营销的探讨,创新企业的营销理论,发展企业营销模式,并充分发挥其对企业微博营销实践的理论指导作用,以提高企业营销的效果。本文研究的主要内容为：一是分析了微博的含义及其发展现状,并对微博营销的内涵、特点、及与微博营销相关的理论进行了探讨；二是分析了微博对企业营销模式创新的积极与消极影响；三是从企业微博平台、门户微博平台及媒体微博平台视角对企业营销模式的创新进行了探讨,并分析了基于微博平台的企业营销创新策略；四是以车企为例,分析了微博在企业营销创新中的具体运作方式。更多还原

【Abstract】 Combined many functions such as text messages, blogs, social networking services and IM (instant communication software), micro blogs have gained not only significant influences but also increasing favors. Though still in the experimental stage both at home and abroad, micro blogs are gradually taken as an effectively new marketing method in business, besides their effects in fields of information and politics. Therefore, such a probe into marketing by means of micro blogs (especially their influence on marketing innovation, value and operation) ranks an important issue in times now. This paper contributes to researches on micro blogs, analyzes micro blogs for enterprise marketing and provides theoretical guidance.The analysis on micro blogs develops as follows:firstly, the concept, current situation, characteristics and relevant marketing theories; secondly, positive and negative effects on marketing model innovation; thirdly, innovation on marketing model from views of micro blog platform, Internet portal and media micro blogs as well as innovation strategies of enterprise marketing through micro blogs; fourthly, operation methods of marketing innovation with a case study on Automobile Enterprise.更多还原