企业微博粉丝营销的困境与出路

Difficulties and Solutions for Weibo Fans Marketing of Enterprises

企业营销是企业发展的重要环节,对其进行研究至为重要。随着网络技术的迅速发展,利用微博进行企业营销是一较为可行的方式。目前,企业微博粉丝营销虽然发展较快,但仍旧存在盈利问题、微博的用户使用门槛问题、微博中国本土化的产品开发模式问题等诸多问题,对此,从明确定位企业官方微博的功能、努力增强企业微博与粉丝的沟通力度、积极策划企业官方微博活动等方面进行改进是较为可行的路径。

Marketing is an important link in enterprise development,and is of great importance to study.With the rapid development of network technology,the use of weibo for corporate marketing is a more feasible way.Although weibo fans mar-keting is developing rapidly,there are still many problems,such as profits,weibo users using threshold,weibo product develop-ment mode of localization in China and so on.Therefore,clearly positioning from the function of the enterpriseˊs official weibo, efforts to strengthen enterprise microblogging communication with fans strength,actively planning to improve the enterpriseˊs official weibo activities, are feasible ways.