浅析企业微博营销利弊及市场营销策略分析.docx

浅析企业微博营销利弊及市场营销策略分析.docx

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浅析企业微博营销利弊及市场营销策略分析

浅析企业微博营销利弊及市场营销策略分析

目录

1前言···········································································1

1.1微博简介·································································1

1.1.1微博的含义和特点··················································1

1.1.2微博的行业分析····················································4

1.1.3微博的发展前景····················································6

2微博营销的涵义及其相关理论··················································10

2.1微博营销的涵义···························································10

2.2微博营销的分类···························································10

2.2.1个人微博营销························································10

2.2.2企业微博营销························································10

2.3微博营销的特点··························································11

2.3.1门槛低·····························································12

2.3.2多平台·····························································12

2.3.3传播快·····························································12

2.4微博营销的推广技巧······················································13

2.4.1账号认证··························································13

2.4.2内容发布··························································13

2.4.3内容更新··························································13

2.4.4积极互动··························································14

2.4.5标签设置··························································14

2.4.6获取高质量粉丝····················································14

3微博营销的优缺点·······························································15

3.1微博营销的优点··························································15

3.1.1操作简单信息发布便捷·············································15

3.1.2互动性强···························································15

3.1.3成本低·····························································15

3.1.4针对性强···························································15

3.2微博营销的缺点···························································15

3.2.1微博适用所有企业及产品···········································15

3.2.2奖品多又好，促销必成············································16

3.2.3简单易行，立竿见影················································16

4微博主要的营销策略措施分析····················································18

4.1微博的数量不在多而于精··················································18

4.2个性化的名称·····························································18

4.3巧妙利用模版·····························································18

4.4使用搜索检索，查看与自己相关内容······································18

4.5定期更新微博信息·························································18

4.6善于回复粉丝们的评论····················································19

4.7#与@符号的灵活运用······················································19

4.8学会使用私信·····························································19

4.9确保信息真实与透明·······················································19

4.10不能只发产品企业或广告内容············································19

5微博营销注意要点······························································20

5.1取得粉丝信任是根本·······················································20

5.2发广告需要一定的技巧·····················································20

5.3通过活动来做营销·························································20

前言

1.1微博简介

1.1.1微博的含义和特点

微博，即微博客（MicroBlog）的简称，是一个基于用户关系的信息分享、传播以及获取平台，用户可以通过WEB、WAP以及各种客户端组建个人社区，以140字左右的文字更新信息，并实现即时分享。

是指智能化模拟微博用户正常操作过程、无需人工手动互动的。

企业可以根据自己的需求培养人格化、性格化、地域化、行业化、背景化的微博账号，对微博互动的粉丝限制地区、限制行业地位、限制性格特点、限制互动内容。

工具根据设置情况智能运作就能达到要求。

最早也是最著名的微博是美国的twitter，根据相关公开数据，截至2010年1月份，该产品在全球已经拥有7500万注册用户。

2009年8月份中国最大的门户网站新浪网推出“新浪微博”内测版，成为门户网站中第一家提供微博服务的网站，微博正式进入中文上网主流人群视野［2］。

最大的特点就是集成化和开放化，你可以通过你的手机、IM软件（gtalk、MSN、QQ、skype）和外部API接口等途径向你的微博客发布消息。

相比较博客的“被动”关注，微博的关注则更为“主动”，只要轻点“follow”，即表示你愿意接受某位用户的即时更新信息；从这个角度上来说，对于商业推广、明星效应的传播更有研究价值。

最早也是最著名的微博是美国的twitter.（推特），根据相关公开数据，截至2010年1月份，该产品在全球已经拥有7500万注册用户。

国内微博企业绝大多数把学习的榜样都锁定在了Twitter身上（唯一一个例外是Follow5），由于是本土中文服务，与其他网站互通性更强，自然比Twitter更能吸引国内用户。

第一，相对于强调版面布置的博客来说，微博的内容组成只是由简单的只言片语组成，从这个角度来说，对用户的技术要求门槛很低，而且在语言的编排组织上，没有博客那么高。

第二，微博开通的多种API使得大量的用户可以通过手机、网络等方式来即时更新自己的个人信息。

2006年3月，博客技术先驱blogger创始人埃文·威廉姆斯（EvanWilliams）创建的新兴公司Obvious推出了大微博服务［１］。

在最初阶段，这项服务只是用于向好友的手机发送文本信息。

Twitter是2006年3月由blogger的创始人威廉姆斯（EvanWilliams）推出的，英文原意为小鸟的叽叽喳喳声，用户能用如发手机短信的数百种工具更新信息。

Twitter的出现把世人的眼光引入了一个叫微博的小小世界里。

Twitter是一个社交网络及微博客服务。

用户可以经由SMS、即时通信、电邮、Twitter网站或Twitter客户端软件（如Twitterrific）输入最多140字的文字更新，Twitter被Alexa网页流量统计评定为最受欢迎的50个网络应用之一。

在2007年5月，国际间计算总共有111个类似Twitter的网站。

然而，最值得注意的仍是Twitter，它于2007年在得克萨斯州奥斯汀举办的南非西南会议赢得了部落格类的网站奖。

Twitter的主要竞争对手是Plurk和Jaiku。

后来微博客的新服务特色持续诞生，例如Plurk有时间轴可以观看整合了视讯和照片的分享，Identi、Pownce整合了微薄客加上档案分享和事件邀请，由Digg的创始人KevinRose和另外三位开发者共同发展。

Twitter国外Twitter的“大红大紫”，令国内有些人终于坐不住了。

2005年从校内网起家的王兴，在2006年把企业卖给千橡互动后，于2007年5月创建了饭否网。

而腾讯作为一个拥有4.1亿QQ用户的企业，看着用户对随时随地发布自己状态的强烈需求后，也忍不住尝试了一把，2007年8月13日腾讯滔滔上线。

但事实证明，Twitter建立的“微型王国”不是在短时间内掘出黄金的浅矿，国内微博企业目前尚处于慢热的状态。

据悉，做啥、饭否网等目前仅拥有几十万用户