我国企业微博营销现状分析及策略

近几年,微博这一新兴社交媒体呈现出爆发式成长,人们在快节奏的生活中利用零碎时间获取微博所提供的"碎片式"信息,改变了人们的信息摄取习惯,也极大地方便了人们之间的沟通交流,并催生了"微博营销"这一新型的营销沟通方式。越来越多的企业通过微博与公众互动,挖掘微博营销的巨大价值。如何从短短140个字中攫取丰厚利润,这是企业微博用户十分关心的问题。本文通过对微博营销概念、特点的研究,分析了我国企业微博营销的现状及存在的问题,归纳出目前企业常用的微博营销策略,并提出改进建议,希望能为企业的微博营销活动提供借鉴。

In recent years, micro - blog rises quickly as a novel social medium. It not only enables people, in their fast - paced life, to obtain an enormous amount of fragmentary information with only a few glimpses and greatly facilitates their communications with each other, but also gives rise to a new mode of marketing, namely the micro - blog marketing, whose great potentials are attracting the attention of more and more enterprises. These enterprise users are very concerned about the problem of how they can make huge profits from the 140 words of their micro - blogs. Based on a study of the concept and characteristics of enterprise micro -blog marketing, this article analyses the present situation and problems of our enterprise micro -blog marketing and sums up its most frequent strategies. It then puts forward some alternative and, hopefully, more effective strategies for the reference of any interested enterprises.