摘 要
隨著互聯(lián)網(wǎng)技術的發(fā)展，微博作為一種新的網(wǎng)絡應用形式越來越為人們所熟知，并迅速興起和流行。微博不僅增添了人際傳播的新模式，還開辟了信息傳播新的網(wǎng)絡媒介。對企業(yè)而言，微博正逐漸成為網(wǎng)絡營銷的新陣地。微博營銷是剛剛推出的一個網(wǎng)絡營銷方式，因為隨著微博的火熱，既催生了有關的營銷方式，就是微博營銷。微博營銷以微博作為營銷平臺，每一個聽眾（粉絲）都是潛在營銷對象，每個企業(yè)都可以在新浪，網(wǎng)易等等注冊一個微博，然后利用更新自己的微型博客向網(wǎng)友傳播企業(yè)、產(chǎn)品的信息，樹立良好的企業(yè)形象和產(chǎn)品形象。每天的更新的內(nèi)容就可以跟大家交流，或者有大家所感興趣的話題，這樣就可以達到營銷的目的，這樣的方式就是新興推出的微博營銷。 因此，對微博的分析探討具有重要的應用價值和積極意義。所以本文首先對微博的概念、特點、行業(yè)分析、發(fā)展前途進行回顧，然后對微博營銷的涵義、分類、特點、作用、全過程進行分析，找出微博營銷存在的問題，最后針對存在的問題歸納出微博主要的營銷策略措施。

關鍵詞：微博營銷、利弊、營銷措施













Abstract

Along with the Internet technology development, the bo as a new network application form for people place more and more familiar with, and rapidly and popular.The bo not only added a new mode of interpersonal communication, but also opened up a new network information transmission medium. Speaking of the enterprise, the bo is becoming the new network marketing positions. The Po marketing is just launched a network marketing methods, because as the Po's hot, already gave birth to the relevant ways of marketing, was the Po marketing. The Po marketing with small bo as the marketing platform, every listener (fan) are potential target marketing, each enterprise can be in sina, netease and so on registered a micro bo, then use update their tiny blog wrote to spread enterprise, product information, set up the good enterprise image and product image. The daily updated content can communicate with you, or have you are interested in the topic, so that it can achieve the purpose of marketing, which is the launch of the new micro Po marketing. Therefore, to the micro bo paper has important application value and positive significance. So this paper first on the Po's concept, the characteristic, the industry analysis, the future development are reviewed, and then to the micro Po marketing the meaning, classification, characteristics, function, whole process analysis, find out the Po marketing existence question, in view of the existing problems summarized the main marketing strategy of micro bo measures.

Key words: The Po marketing, advantages and disadvantages, marketing measures







目 錄
1 前言•••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••1
1.1 微博簡介•••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••1
1.1.1微博的含義和特點••••••••••••••••••••••••••••••••••••••••••••••••••1
1.1.2 微博的行業(yè)分析••••••••••••••••••••••••••••••••••••••••••••••••••••4
1.1.3 微博的發(fā)展前景••••••••••••••••••••••••••••••••••••••••••••••••••••6
2 微博營銷的涵義及其相關理論•••••••••••••••••••&..