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移动数据业务是建立在移动数据通信技术基础上的各类移动通信增值业务的总称,它的业务特点以及营销传播方式较之通信运营商长期经营的传统话音业务有着巨大差异。当前,以运营商主导、多主体自由开发的各类移动数据业务发展很快、门类众多,面向的客户群也千差万别,如何有效传播,快速培育出明星业务是摆在运营商面前的一道难题。相对于纷繁多样的移动数据业务种类,目前真正为市场所接受的并不是很多,推广传播手段也比较单一,没有能够在深刻理解移动数据业务特征的基础上开展差别化推广的传播策略,大一统的使用各类传统媒体,传播效果很不稳定,效率低下。微博是近年来快速兴起的信息传播与分享交互平台,也是目前有着巨大潜力的新媒体之一。本文从移动数据业务的传播现状、微博的传播特性与微博传播平台的建立、微博的话题传播和互动传播等几个方面阐述了在新媒体快速发展背景下,通过微博开展移动数据业务传播的策略构想,并对部分移动数据业务的具体微博传播应用方式进行了探讨。
Mobile data service is a general term for all kinds of value-added services of mobile communication based on mobile data communication technology. Its business characteristics and marketing communication methods are greatly different from the traditional voice services long run by communication operators. Currently, various types of mobile data services, which are dominated by operators and are freely developed by multiple subjects, have been developed rapidly with a large number of categories and diverse customer groups. How to effectively spread and rapidly develop star business is a challenge for operators. Relative to a wide range of mobile data services, the current real market acceptance is not a lot, promotion of communication means is relatively simple, there is no deep understanding of the characteristics of mobile data services based on the differential promotion of communication strategies, unification The use of various types of traditional media, the transmission effect is very unstable, inefficient. Weibo is an interactive platform for information dissemination and sharing that is rapidly emerging in recent years and one of the new media with great potential at present. This article elaborates on the current situation of mobile data service dissemination, the spread characteristics of Weibo and the establishment of Weibo communication platform, the topic communication and interactive communication of Weibo, etc. In the background of rapid development of new media, Business strategy for the dissemination of ideas, and some of the mobile data services microblogging spread of the application were discussed.