湖南交通职业技术学院
毕 业 论 文
作 者： XX 学 号： 201013370216 学院(系)： 物流管理学院 专 业： 电子商务
题 目： 微博电子商务营销模式
指导者： 吴XX
(姓 名) (专业技术职务)
评阅者：
(姓 名) (专业技术职务)
2012 年 12 月 日
微博电子商务营销模式
摘要：随着微博的火热，即催生了有关的营销方式，就是微博营销。通过微博这个平台，每天的更新的内容就可以跟大家交流，或者有大家所感兴趣的话题，达到营销的目的。本文通过研究微博及微博营销，分析当前企业微博营销的现状以及所存在的问题，并且从多角度去分析微博营销的SWOT，从而提出相应的应对措施，让微博营销更加深入到市场经济中，共同进步。 关键词：微博营销 电子商务模式 策略
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Abstract: With microblogging hot, that gave birth to the marketing
microblogging marketing. Through microblogging platforms, daily updated content can communicate with everyone, or everyone interested in the topic, to achieve the purpose of marketing. This paper studies the microblogging microblogging marketing analysis of the current status quo of enterprise microblogging marketing as well as the existence of the problem, and from many angles microblogging marketing SWOT analysis, and to propose appropriate responses, let the microblogging marketing more depth to market economy and common progress.
Keywords: The microblogging marketing E-commerce mode strategy
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目录
引言································································································································· 1 第一章
1.1 1.2
微博的概念····································································································· 2 微博的定义····································································································· 2 微博的发展····································································································· 2
1.3 微博的特点····································································································· 3 第二章 微博营销的概述······························································································ 4
2.1 什么是微博营销 ·································································································· 4 2.2 微博营销的起源 ·································································································· 4 第三章 国内中小企业微博营销的SWOT分析 ····························································· 5
3.1 优势 ··················································································································· 5
3.2 劣势 ··················································································································· 5 3.3 机会 ··················································································································· 6 3.4 威胁 ··················································································································· 6 第四章
企业微博营销策略及所存在的问题·································································· 8
4.1 企业微博营销策略 ······························································································ 8
4.1.1 企业微博营销价值分析 ·········································································· 8 4.1.2 企业微博营销五大策略 ·············································································· 8 4.2 企业微博营销发展所面临的问题 ········································································· 9 第五章 电子商务的微博营销案例···············································································11 第六章 总结和展望··································································································· 14 致谢······························································································································· 15 参考文献························································································································ 16
微博电子商务营销模式
引言
据中国互联网络信息中心（CNNIC）发布第30次中国互联网络发展状况统计报告显示，截至2012年6月底，中国网民数量达到5.38亿，互联网普及率为39.9%。1在普及率达到约四成的同时，中国网民增长速度延续了自2011年以来放缓的趋势，2012年上半年网民增量为2450万，普及率提升1.6个百分点。其中最引人注目的是，手机网民规模达到3.88亿，手机首次超越台式电脑成为第一大上网终端。
微博是一个即时的信息发布平台，也是一个自媒体平台。微博具有较强的媒体价值。截至2012年6月底，微博的渗透率已经过半，用户规模增速低至10%以下。但微博在手机网民中的使用率提升5.3个百分点至43.8%，成为使用率增幅最大的手机应用。手机微博用户的增长，一方面得益于微博自身的即时性和自媒体优势，用户体验较好，流失率较低；另一方面，手机微博客户端功能不断增强也提升了手机用户使用微博的黏性和使用体验。
随着互联网络的迅速发展和网络用户的急剧膨胀，具有营运成本低、用户范围广、无时空限制以及能同用户直接交流的网络营销将更快地得到发展。
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