企业微博营销的SWOT分析及策略研究

The SWOT Analysis of Enterprise Microblog Marketing and Strategy Research

微博是中国互联网的又一个"舶来品",展现了同twitter在美国一样迅猛的发展速度,仅两年时间,中国的微博用户已达数亿。微博的价值在于简练,在于实现信息的无障碍双向沟通,在于面向最广大的消费者。微博的兴起和广泛应用,同时也为企业开辟了前所未有的信息传播、交流沟通的网络平台,其蕴涵着巨大的商业价值,将逐渐成为企业网络营销的新阵地。因此,全面地研究和探讨微博的价值,运用SWOT分析方法,分析企业微博营销自身的优势、劣势,外部环境中所面临的机会、威胁,并用系统的思想将这些独立的因素相互匹配起来进行综合分析,制定出科学全面具体的企业微博营销策略,对企业有效地认识微博营销、充分开展好微博营销工作、提高企业竞争力具有重要的现实意义。

Microblog is a＂foreign goods＂of Internet in China.It shows the same development speed as twitter in the United States.The users of microblog have amounted to hundreds of millions in China only in the two years.The value of microblog lies in succinct and realization of barrier-free and two-way communication and lies in facing the vast consumers.At the same time,the rise and application of microblog opened up an unprecedented information dissemination and communication network platform for enterprises.Its huge commercial value will make it gradually become new positions of enterprise network marketing.Therefore,using SWOT analysis method to study the value of microblog,its advantages and disadvantages,the opportunities and threats in external environment and then match up the four factors to work out the scientific comprehensive concrete marketing strategy has the important practical significance to help enterprises to carry out microblog marketing efficiently and improve their competitiveness.