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1、华中科技大学硕士学位论文AbstractMicrobloggingisthenetworkmarketinganewmarketingtool,manyenterprisesathomeandabroadtoweibomarketingexperienceresultsindicatethatitwillbecomeanimportantplatformofenterprisemarketinginthefuture.Weibomarketingisreferstotheenterprises,non-profitorganizationsuseweibothissocialmediato
2、influencetheaudience,bytherapidspreadofinformationonweibo,interaction,sharing,feedbackandimplementmarketresearch,productpromotion,customerrelationshipmanagement,brandcommunication,crisispublicrelationsfunctionssuchasmarketingbehavior.Weibomarketingfusion,communicationnetworksanddigitalmediatechnol
3、ogy,Internetisanewtypeofnetworkmarketing,showmoreinitiative,real-time,interactivityandeconomicalcharacteristics.ManydifferentconstructioninChinaofficialwebsiteslow,earlierawareofthetremendouspotentialofmicroblogmarketing,positiveopeningsinaandtencentweiboaccount.Formanyenterprises,includingpress,t
4、ostudyhowtomicrobloggingmarketing,shouldbehowtouseweibofunction,weibocontentaffectedbyissuesarehowtoweibomarketingcanachievepurpose,obtaininggoodresultsmustbethinkingofproblem.Selectioninthispaper,throughthepeople'sliteraturepublishinghouseandbeijingmotiebookCo.Ltdweiboaccountforthesamples,usingca
5、sestudymethod,contentanalysisandcomparativeanalysismethod,theselectionofthepeople'sliteraturepublishinghouseandthemotiebooksmicroblogweiboreleaseprofileofaperiodoftimestudyandanalysis,includingtheportfolioanalysis,weibomicroblogaccountinterfaceSettings,microblogmarketingdegreeanalysisofthreeparts,
6、atthesametimeabookmarketingcasesinthepeople'sliteraturepublishinghouseandthemotiebookstosummarizedanduniquewayofmarketing.Throughselectingrepresentmeaningfulpressweibotheorycombinedwithpracticeresearch,summarizesthecurrentdomesticpressweibooperationwayandtheidea,thepromotionofsignificancetofindama
7、rketingstrategy,andpointsoutthatthetwopressinmicroblogmarketingreflectstheinsufficiency,proposedwantstohelpotherdomesticpublishinghousestoavoidproblemsorimprovethecorrespondingpolicyrecommendations.Keywords:Micro
