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微博营销作为一种社会化新型媒体,以其时效性、便捷性、移动性和互动性,无论是社会团体还是个人,无论是企业还是政府,都在努力探索着如何发挥微博的最大效用。而对于服务型企业,由于其产品的特殊性,微博营销成为其开展营销方式中尤为重要的一部分。文章通过对微博及微博营销内涵的阐述,结合服务型企业所特有的特点,提出服务型企业在展开其微博营销时需要从定位、建设、推广和沟通、以及评估四个方面进行考虑,以此提高服务型企业的营销能力和核心竞争力。
Microblogging marketing as a new social media, with its timeliness, convenience, mobility and interactivity, whether social groups or individuals, whether business or government, are trying to explore how to maximize the effectiveness of microblogging . For service-oriented enterprises, because of the particularity of their products, weibo marketing has become a particularly important part of its marketing. Through the elaboration of the marketing connotation of Weibo and Weibo and the characteristic peculiar to the service-oriented enterprises, this paper proposes that service-oriented enterprises need to consider four aspects of positioning, construction, promotion and communication as well as evaluation , In order to improve service-oriented marketing capabilities and core competitiveness.