基于长尾理论的中国茶企业微博营销应用-研究

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1、ABSTRACTThetotalagriculturaloutputvalueofTeaiscloseto72.9billionYuanin2011.Buttheproblemsemergingfromthedevelopingprocessofteaenterprisesisthesmallenterprisescale,thelackofbrandbuildingandtheinformationasymmetry.Itisalsodecreasethecorporation’smarketcompetition

2、.Forthisreason,thenewguidetheoryandthoughtforteaenterprisesarebeingrequired.ThedevelopmentoftheInternettechnologyhasaneffectonconsumerbehaviorandbusinessoperation.AgreatupsurgehasbeencomingtousduetotheemergenceoftheTwitterasanewsocialmedia.NowtheMicro-blogplatf

3、ormhasbecomealow-costmarketingtoolforbusinesses.TheLongTailwasbeenproposedbyAndersonin2004.TheLongTailhasopenedupanewperspectiveandanewtheoryofnetworkmarketingfortheteaenterprise.Accordingtothecharacteristicofteaindustry,thethesisfocusesonapplyingtheLongTailint

4、hemicro-blogmarketingtostrengthenthemarketingeffectofteaenterprisesinChina.Inthispaper,StandardAnalysis,OnlineSurveysandCaseAnalysiswasbeenusingtoanalysisthecurrentproblemsofmicro-blogmarketingofteaenterprise.Themainresearchresultsincludefourparts:1)Accordingto

5、theonlinesurveyon40officialmicro-blogsofteaenterprise,theprimaryobjectiveofmicro-blogisinordertorealizerelationshipmarketing,brandmarketing.Butitisalsoapparentthatthelackoftheoreticalsupportandthegradingmarketingstrategyinthemicro-blogmarketing.2）Accordingtolon

6、gtailtheory,thefeasibilitystudyabouttheapplicationmicro-blogmarketingoftheTeaEnterpriseofchinawasmadefromfinding,collection,filtration.3)ThepaperprovidesanapplicationcaseofTeavanaandvalidatesthefeasibilityoftheapplicationofthelongtailinmicro-blogmarketing.4)Com

7、binedwiththeproblemsofmicro-blog,somesuggestsaboutthatthedifferentiationstrategywasbeenputforward.Keywords:Micro-blogMarketing,TeaEnterprise,TheLongTailIII目录1引言................................................................11.1研究背景.............................

8、.........................11.1.1问题的提出.................................................11.1.2研究的意义.................................................21.2文献综述....................