品牌营销中微博的角色和作用

Roles and Functions of Micro-blog in Brand Marketing

文章从互联网入手,明晰了微博在品牌营销活动中所扮演的重要角色和作用。运用归纳法,集多个实际案例,对其进行分析、研究、归纳;通过对比法,比较传统媒体和新媒体的优缺点;理论联系实际法:对文献资料进行整理,且联系实际应用进行分析。微博是对旧媒介的补充和提高,它较之于旧媒介,在品牌营销中扮演着立体公关的重要角色,并起到了最大限度满足企业品牌营销活动要求的作用。

This paper,from the perspective of internet, clearly defined the important role and function micro-blog plays in brand marketing activities. The main method taken is induction, set a number of actual cases to analyze, research, induce; then, contrast method was taken to compare the advantages and disadvantages between traditional media and new media; next, theory was put into practice： via literature information collation, and practical application was analyzed. Finally, a conclusion was drawn that micro-blog is pair of old media supplement and improvement. In brand marketing it plays an important role in stereo PR, and to maximize the enterprise brand marketing activities.