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一、问题的源起2012年1月,中国互联网络信息中心(CNNIC)发布的第29次中国互联网络发展状况统计报告显示:在中国,48.7%的互联网用户拥有微博账户。这意味着在2011年年底,中国的微博用户数量已经达到了近2.5亿。这个数字比一年前的6 311万增长了近4倍。③近年来,微博的飞速发展不仅仅给中国的品牌经营者们提供了一种全新的沟通渠道,同时也使品牌经营者们发现了一种令人激动的营销工具。微博作为社交媒体的一种独特形式,以博客的形式发布信息,而140字的微小篇幅和能
First, the source of the problem In January 2012, China Internet Network Information Center (CNNIC) released the 29th China Internet Development Statistics Report: In China, 48.7% of Internet users have Weibo account. This means that by the end of 2011, the number of microblog users in China has reached nearly 250 million. This figure has nearly quadrupled from 63.11 million one year ago. ③ In recent years, the rapid development of Weibo has not only provided a brand-new communication channel for brand operators in China, but also made brand operators find an exciting marketing tool. As a unique form of social media, microblogging publishes information in the form of a blog, while the small size of 140 words and