快消品微博营销研究

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

2、wthinthenumberofmicro-bloglasersquicklyformsthehuge-scaleusersaggregation,andcreatesanewgenerationofpowerfulmedia,aswellasthenewproductandbrandir而nna：tioncollectionanddistributioncenterandamplifier．Itnotonlysetoffaccmicr0一revolution，’inthefieldofmedia,changingthemediaecologicalenvironment，a

3、tthes锄etime．alsohasgivenrisetoanewwayofmarketing：themicro—bloggingmarketing，changingthemarketingpattern．Ofcoursemicro·bloggingmarketingISnotonlvsuchsimplethingsastweeting，itincludesplaning，executing，feedbackadjusting，e妇fecteval岫tion，andtheotherbehaviors，andtweetingisjustalittlepartofit·With

4、theprogressofinformationtechnology,thedeteriorationofmarketingenviro埘[Ilent’andthechangeofmediacontactbehaviorofconsumer,thetraditionalmar蛐gwayalreadycannotadapttothemarketingneedsofFMCG,andmicro-blogmarketiIlgexactlymakesupfortheblank．First,themicro-bloghasmorethan300millionusers．andthevas

5、tmajorityofmicro-blogusersistbeyouth，whojusttakesupthecoreoftheFMCGconsumers；Second，micro-blogisnaturalplatformofpreciseandrelationSllipmarketing；Furthermore，micro—blogisalsoFMCGbestplatformforviralmarketing．ThroughacombinationofqualitativeandquantitativestudyofthepresentsituationofFMCGmicf

6、o-blogmarketing，foundthatFMCGmicro-blogmarketingisstillinitsiIllⅪ1cy'cklmctedzedwithlargequantitiesandobviouspolarization．ThecommunicationmodesofFMCGmicro．blogmarketingmainlyincludemanufacturinghotissuesofmarketingcommunicationandquicklygatheringusers；providingprofessionalguidanceandcreatin

7、gopinionleaders；developingeventmarketingandcreatinguserexperience；updatiIlgreal．timeinformationandmakingself-impressionmanagementandcoInm衄icationplatform．AfterinvestigatingthedifferentinfluencingfactorsofFMCGmicro』blogmarketingeffect,whichIfoundthattheva