摘要
为理解我国企业微博互动现状,为我国企业微博实现与消费者有效互动提供建议,研究以品牌拟人化指标体系为测量维度,对2013年3月1日至3月30日期间的中外最有价值品牌50强新浪官方微博进行内容分析,比较两类企业官方微博的互动差异。我国企业微博需提供更多品牌认同线索、需更多分享和关注"想什么",快消品企业微博需要特别强化品牌拟人化表现。
In order to examine Chinese enterprise micmblogging Interactivity status and make suggestions for Chinese enter- prises,the research undertakes a content analysis of the most valuable Chinese brand 50 ofiqcial microblogglngs during March 1 to 30 2013 ,coupled with the global top 50 most valuable brand official microbloggings＇ statistical data. Findings are that Chinese enterprise microbloggings should afford more brand recognition clues and share more information on how to think＇. FMCG enterprise microbloggings should strengthen brand anthropomorphism.
出处
《技术与创新管理》
2013年第6期551-553,558,共4页
Technology and Innovation Management
关键词
最有价值品牌
企业微博
互动
品牌拟人化
the most valuable brand
enterprise microblogging
interactivity
brand anthropomorphism
