摘要
微博以其独特的网络交流与传播方式而成为一些企业开展营销活动的新平台。本文从社会学角度论述了企业微博营销的实质在于建立社会信任基础上的社会资本,并进一步分析了由微博在企业营销中的功能所决定的企业营销模式。
Microblog becomes a new platform for some enterprises to carry out their marketing activities with its unique methods of communication and transmission network.The paper illustrates the essence of the enterprises microblog marketing,which is the social capital based on the social trust,then,it analyses the marketing mode of enterprises,in which the function of microblog in their marketing activities plays a decisive role.
基金
浙江省新苗人才计划(ZX110701028)
关键词
微博
营销
社会资本
社会信任
microblog
marketing
social capital
social trust
