微博营销的公共关系策略-研究

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1、PublicrelationsstrategyofTheStore’Smicro-bloggingmarketlng、_，Masterofsociology：WangchenInstructor：ProfessorQinQiwenAbstractWiththerapiddevelopmentoftheIntemet，Internetusershavebeenexpanding，Internetpenetrationcontinuestoriseatthesametime，themicro-blogplatformandTheStore．representedbyth

2、ee．commerceindustryarerapidlyleap．Inthisbackground，moreandmoree-commercebusinesseschoosetousemicro-blogtomicro．bloggingmarketingandbuildabridgeofcommunicationwithconsumers，expandthechannelsofforeignexchange，establishagoodcorporateimageofthepublicopinionresearchrelatedmarketinformation，

3、andultimatelyachievethepurposetoenhancethevisibilityandreputation．Theuseofpublicrelationsstrategiesisanintegralpartoftheenterprisemicro—blogmarketingcompaniesthroughtherationaluseofpublicrelationsstrategy,youcanreachthepurposetoenhancetheirmarketingeffectiveness．However，thecurrentdomes

4、ticsituation，themicro．bloggingmarketingisstillinthedevelopmentstageenterprisemicro_bloggingmarketingisinsufficientformeuseofpublicpolicyfortheenterprisemicro．．bloggingmarketingpublicrelationsarenecessaryandeffective．Accordingtothetopicsofthestudy,thispaperusesacombinationofqualitativer

5、esearchandquantitativeanalysisofempiricalresearchmethodsintheliteratureandtheresultsofpreviousstudies，TheStoremicro-blogobservationcombinationofcontentanalysisanddescriptivestatistics，summedupthebasisandmethodsofthisstudy．Arrangementofcontents，historicalbackgroundandtheoryaredescribed，

6、indicatingtherapiddevelopmentofthestockmarketofthecurrenteraofmicro-blogande-commerceindustries．besummedrelatedresearchathomeandabroadmicro．bloggingmarketingtothisarticleresearchpurpose，meaningandarchitecture．Secondly,throughtheanalysisofrepresentativecompaniesinthee．commerce”TheStore”

7、intheSinaWeibooperatorsandmicro—bloggingABSTRACTpr0Videcon删Vec。mmen限mar蛐g．一⋯⋯rchatthisMicro-blogandmicro删-blo唧ggining=gpubhasb⋯ecome—anot—t试⋯at,‰伽astage,butforthemic砷10舀玛m蠢=l肚icrelatrelion撕sstrsatcstrateByzagycasesmallnumber⋯ofsp⋯ecific⋯microw-b—loggin譬=主篓=淼础二tntofstudies,ane脚南e，龇心删哪