快消品微博营销-研究

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1、AbstractMicro—blogin140byteprovidesuserswithfast,simple，umquetransmissionandsharingplatformwithcustomizedinformationproduction，rapidlycateringtocontemporarypeople’Sneedsofquiekself-spreadingandfragmentatedlifeforms，andbecomesthesecondlivingspaceofmanymicro-blogusers．Explosiv

2、e，snowballinggrowthinthenumberofmicro-bloglasersquicklyformsthehuge-scaleusersaggregation,andcreatesanewgenerationofpowerfulmedia,aswellasthenewproductandbrandir而nna：tioncollectionanddistributioncenterandamplifier．Itnotonlysetoffaccmicr0一revolution，’inthefieldofmedia,changin

3、gthemediaecologicalenvironment，atthes锄etime．alsohasgivenrisetoanewwayofmarketing：themicro—bloggingmarketing，changingthemarketingpattern．Ofcoursemicro·bloggingmarketingISnotonlvsuchsimplethingsastweeting，itincludesplaning，executing，feedbackadjusting，e妇fecteval岫tion，andtheothe

4、rbehaviors，andtweetingisjustalittlepartofit·Withtheprogressofinformationtechnology,thedeteriorationofmarketingenviro埘[Ilent’andthechangeofmediacontactbehaviorofconsumer,thetraditionalmar蛐gwayalreadycannotadapttothemarketingneedsofFMCG,andmicro-blogmarketiIlgexactlymakesupfor

5、theblank．First,themicro-bloghasmorethan300millionusers．andthevastmajorityofmicro-blogusersistbeyouth，whojusttakesupthecoreoftheFMCGconsumers；Second，micro-blogisnaturalplatformofpreciseandrelationSllipmarketing；Furthermore，micro—blogisalsoFMCGbestplatformforviralmarketing．Thr

6、oughacombinationofqualitativeandquantitativestudyofthepresentsituationofFMCGmicfo-blogmarketing，foundthatFMCGmicro-blogmarketingisstillinitsiIllⅪ1cy'cklmctedzedwithlargequantitiesandobviouspolarization．ThecommunicationmodesofFMCGmicro．blogmarketingmainlyincludemanufacturingh

7、otissuesofmarketingcommunicationandquicklygatheringusers；providingprofessionalguidanceandcreatingopinionleaders；developingeventmarketingandcreatinguserexperience；updatiIlgreal．timeinformationandmakingself-impressionmanagementandcoInm衄icationplatform．Afterinvestigatingthediff

8、erentinfluencingfactorsofFMCGmicro』blogmarketingeffect,whichIfoundthattheva