基于SWOT分析的淘宝集市店铺的微博营销

SWOT-based Analysis of Micro Blog Marketing of Taobao Market Sellers

微博营销作为新媒体环境下新兴的网络营销模式,具有投入成本低、操作简单快捷、信息传播速度快且互动性强、容易产生冗余信息、内容碎片化等特点。对于缺乏资金、实力弱小、没有企业品牌效应的淘宝集市卖家来说,在面临微博营销机遇及挑战的同时,若想成功地利用微博营销进行有效流量的转化及成功订单的获取,在多个微博平台注册账号的基础上,必须形成一定的粉丝团,利用名人效应和热点时事创造流量,设计个性化的营销活动,采用多种营销方式相结合的综合营销模式进行店铺及产品的宣传推广。

Micro blog marketing, as an emerging online marketing mode under the situation of new media, is characterized by low cost, simplicity of operation, fast transmission speed of information and strong interactivity, an inclination of producing redundant information, and content fragmentation. For the taobao market sellers who are lack of funds, weak in strength and short of brand effect, they are faced with both opportunity and challenge of Micro blog marketing. Meanwhile, if they are planning to take the advantage of micro blog marketing to effectively convert flow and successfully get orders, they should first register several micro blog accounts to attract followers, utilize celebrity effect and hot current affairs to create shop flow, design personalized marketing activities, carry out comprehensive marketing modes integrated with diversified marketing methods to advertise and promote their shops and goods.