淺析微博營(yíng)銷(xiāo)在小米公司中的應(yīng)用畢業(yè)論文

1、I淺析微博營(yíng)銷(xiāo)在小米公司中的應(yīng)用淺析微博營(yíng)銷(xiāo)在小米公司中的應(yīng)用摘要自2005年微博誕生以來(lái)，其商業(yè)化運(yùn)用就不曾停息。除了微博平臺(tái)運(yùn)營(yíng)商利用其開(kāi)展商務(wù)活動(dòng)贏取利益意外，社會(huì)中的各個(gè)企業(yè)也紛紛在微博平臺(tái)上開(kāi)通企業(yè)官方微博，試圖通過(guò)微博開(kāi)展?fàn)I銷(xiāo)活動(dòng)，展示企業(yè)形象，營(yíng)銷(xiāo)企業(yè)產(chǎn)品，獲得商業(yè)利益，然而這些企業(yè)在開(kāi)展微博營(yíng)銷(xiāo)的過(guò)程中大都遇到了問(wèn)題。小米手機(jī)作為企業(yè)界的后起之秀，一開(kāi)始便將自己的營(yíng)銷(xiāo)主戰(zhàn)場(chǎng)放在微博上，通過(guò)自己在微博營(yíng)銷(xiāo)領(lǐng)域的不斷探索，為

2、企業(yè)的發(fā)展提供了良好的營(yíng)銷(xiāo)支持。本文希望通過(guò)介紹微博及微博營(yíng)銷(xiāo)，分析小米公司的微博營(yíng)銷(xiāo)策略及其問(wèn)題的解決辦法，為廣大企業(yè)在開(kāi)展微博營(yíng)銷(xiāo)的過(guò)程中提供一些意見(jiàn)和建議。關(guān)鍵詞：關(guān)鍵詞：微博微博營(yíng)銷(xiāo)小米公司III目錄1前言.................................................................................................................

3、..................................................12微博及微博營(yíng)銷(xiāo)............................................................................................................................................12.1微博概述.............

4、................................................................................................................................12.2微博營(yíng)銷(xiāo)概述..................................................................................

5、..................................................22.2.1微博營(yíng)銷(xiāo)的內(nèi)涵...................................................................................................................22.2.2微博營(yíng)銷(xiāo)的特點(diǎn).............................

6、......................................................................................32.2.3微博營(yíng)銷(xiāo)分類(lèi)........................................................................................................................32

7、.2.4微博營(yíng)銷(xiāo)作用........................................................................................................................42.3微博營(yíng)銷(xiāo)的發(fā)展與應(yīng)用............................................................................

8、......................................42.3.1微博營(yíng)銷(xiāo)在國(guó)外的應(yīng)用與發(fā)展........................................................................................42.3.2微博營(yíng)銷(xiāo)在國(guó)內(nèi)的應(yīng)用與發(fā)展........................................................

9、................................53微博營(yíng)銷(xiāo)在小米公司中的應(yīng)用分析........................................................................................................73.1小米公司概述.........................................................

10、...........................................................................73.1.1小米公司簡(jiǎn)介........................................................................................................................73.1.2小米公司發(fā)展歷

11、程...............................................................................................................73.2小米公司微博營(yíng)銷(xiāo)研究概述............................................................................................

12、.............73.3小米公司微博營(yíng)銷(xiāo)策略分析.........................................................................................................83.3.1微博營(yíng)銷(xiāo)殺手锏——有獎(jiǎng)轉(zhuǎn)發(fā)...................................................................

13、.....................83.3.2微博營(yíng)銷(xiāo)神奇——與粉絲展開(kāi)互動(dòng)...............................................................................93.3.3微博營(yíng)銷(xiāo)利器——公司管理層積極參與.....................................................................93.3.4微

14、博營(yíng)銷(xiāo)必殺技——多營(yíng)銷(xiāo)方式、多平臺(tái)營(yíng)銷(xiāo)結(jié)合運(yùn)用.....................................94小米公司在微博營(yíng)銷(xiāo)中出現(xiàn)的問(wèn)題及其解決辦法..........................................................................104.1微博營(yíng)銷(xiāo)瓶頸....................................................

15、..............................................................................104.1.1微博活躍度在下降.............................................................................................................104.1.2首批粉絲進(jìn)入互動(dòng)疲勞.

16、..................................................................................................104.1.3微博營(yíng)銷(xiāo)的邊際效益或正在降低.................................................................................104.1.4微博上的負(fù)面聲音正在走強(qiáng).

17、.........................................................................................114.2微博營(yíng)銷(xiāo)問(wèn)題的解決之道...........................................................................................................114.2.1降

18、低對(duì)新浪微博微博平臺(tái)的依賴.................................................................................114.2.2盤(pán)活線下?tīng)I(yíng)銷(xiāo).................................................................................................................

19、.....114.2.3增強(qiáng)線下體驗(yàn)......................................................................................................................115小米公司微博營(yíng)銷(xiāo)啟示.......................................................................

20、......................................................116結(jié)語(yǔ).................................................................................................................................................................