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本文对微博市场中的“双雄”新浪微博与腾讯微博进行分析,总结出腾讯微博的整合营销传播策略是基于先天社交属性与庞大用户群,利用优势资源在定位与内容上进行差异化竞争,并通过产品、渠道与平台的立体整合而进行的,体现了一种“由内而外”衍生出的整合思路;而新浪微博则利用良好的时机与先发优势,采用成功的经验复制、线上线下的互动以及传统媒体与新媒体相结合等方式,选择了一条突破传统模式的品牌整合营销传播策略。同时,本文认为在同质化的激烈竞争环境下,用户与品牌之间情感层面的品牌资产才是整合营销传播的终极核心,只有用户认可并分享了品牌独特的体验与感受,品牌自身才能获得持续不断发展的源源动力。
This article analyzes the “Shuangxiong ” Sina Weibo and Tencent Weibo in the Weibo market, and concludes that Tencent Weibo’s integrated marketing communication strategy is based on innate social attributes and a large user base, utilizing the advantages of resources in positioning and content On the differentiation of competition, and through the three-dimensional integration of products, channels and platforms carried out, embodies a “from the inside out ” derived from the integration of ideas; and Sina microblogging is the use of good timing and starting Advantages, using successful experience replication, online and offline interaction and the combination of traditional media and new media, etc., chose a breakthrough traditional model of brand integrated marketing communication strategy. At the same time, this paper argues that under homogeneity and fierce competition, brand equity at the emotional level between users and brands is the ultimate core of integrated marketing communication. Only when the users recognize and share the unique experience and feelings of the brand, can the brand itself obtain The source of sustainable development.