基于微博特征的企业微博运行效果研究——以%40巴黎欧莱雅为例

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1、万方数据AbstractWiththemulti．mediaandtheInternetdeeplyintegrated,thenewmediaadapttothedevelopmentindepthofInteractasthetimesrequire．Intheeraofnewmesa，micro-bloginfluenceandchangepeople’Slifeandsocialinteractionatthesametime，alsosig面ficantlymovethebusinessmode．Micro·blogandoth

2、ernewmedia’sinfluenceontheenterpriseoperationisprofoundandcomprehensive．ComparedwiththetraditionalbusinessmodeandtheIntemet，especiallyinconditionsofnewmediarunningcostsrelativelycheapandinformationcommunicationmoresmoothandquick,thustheenterprisemanagementmustpayattention

3、tokeyareas，asenterprisesimprovingthen-managementsystemandpromotingtheenterpriseshealthydevelopmentimportantway．Micro．blog．astherepresentativeofnewmediainthefieldofIntemet，areattractingmorcandmoreenterprisesregisteredinit，fortestingthewatersbyofficialmicro-blogmarketing，bu

4、sinesspromotion，customerrelationshipmaintenanceandotheractlvltles·Enterprisemicro．blogrunningstatusandthecorrelationofenterprisemanagementIsmoreandmorebig．theenterprisemicro—blogrunningconditionsaffectsbusinessresultsdircctlv．Therefore，thisstudybasedonthecharacteristicsan

5、doperationpropertiesofmicro-blog，combinedwiththespecificcaseofthe@L’OrealParisfrommicroscopicperspectivetostudyenterprisemicro-blognmningstate．OnthebasisoftherelevantoverviewandreviewofthetheoreticalconceptsrelatedtodomesticaIldinternationalresearch，thisstudythroughin-dep

6、thfeaturesandoperatingcharactel"1‘sticsanalysisattribute@L’OrealParis，theuseofthenumberoffans，forwardingnumb％numberofcomments，micro-blogquantities，frequencyofpublication,Published，publishcontent，indexsamplemicro·blogpropagatmncllaracteristicsandotheraspectsofin—depthrevea

7、litsoperation．Theresultsshowthatrunsmicro-blog@L·OrealParishasachievedpositiveresultsintermsofbreadth,depth,validity,continuingdegree，operatingresultsintheidentificationofdegrees，associatedegrees，thedegreeofinteraction，thelevelWasnotsignificantdegree．Inbreadth,@L'OrealPar

8、ismicro-blogpublishrichcontent，Bscraudienceaccuratepositioning；mdepth,usCrsfrequentlyinteractwit