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1、摘要来的负面影响等。第五部分就W公司社区化微博运营方案中存在的问题提出解决方案和改进建议。论文认为，首先是要运用社群营销的力量；其次，线上线下的深度整合，这主要包括与线下媒体的深度合作；改变以往的销售模式；第三，在微信时代做到与时俱进，运用好微信这一工具；第四，注重微博的效果评估；第五，是对公司微博营销过程中出现的问题提出改进建议，运用社群营销的力量、线上线下更紧密的整合、改变以往销售模式，重视微信平台的运用，注重微博的效果评估，以及加强风险的防范与控制。关键词微博营销营销策略优化方案o2oII
2、AbstractMarketingStrategyResearchforWCompanyinmodelizationMicrblogofSocialWebsiteAbstractInrecentyears,moreperfectnetworkinfrastructure,Internetpenetrationincreasing,increasingthescaleofChineseInternetusers,thethemeinthedevelopmentofChina'sInternetha
3、sbeenfromthe"penetrationenhancement"to"uselevelincreases.InChina,theaverageInternetusershavethreesocialmediaidentity.FromtheabsolutevaluewiththeincreaseinthenumberofallkindsofsocialmediausetrendcanbeseenthatChina'ssocialmediahasbecomeanimportantparto
4、ftheInternetinChina.Andinnumeroussocialmedia,weiboisundoubtedlythemostshiningstar,italsowithastonishingspeedbecomesthemultitudinousenterprisefavorsanewmarketingplatform.However,becauseenterprisemicrobloggingmarketingandtheemergenceofweibo,toorapiddev
5、elopment,manyenterprisescouldhaveadeeperunderstandingtoits,intheabsenceofrelevantmarketingstrategy,willhavetoopenmyownbusinessweibo,makethemostoftheenterprisesofweibodidnotachievethedesiredpurpose.PaperwithWcompanyasacase,throughthestudyofWcompanyent
6、erprisemicrobloggingmarketingstrategyanalysis,analysisofthestatusquooftheenterprisemicrobloggingmarketing,putforwardthecorrespondingenterprisemicrobloggingmarketingoptimizationscheme,forChineseenterprisestocarryoutthemicrobloggingmarketingtoprovideth
7、eoreticalandpracticalreference.Thethesisisdividedintofiveparts.Forthefirstandsecondpartdetailsocializationandgeneralizesthemicrobloggingmarketingrelatedtheory;ThethirdpartanalyzestheWcompanyandthecurrentsituationoftheenterprisemicrobloggingmarketing,
8、includingcommunity-basedthecompanyoverview,weibooperationWTXplatformaudienceanalysisandenterprisemicrobloggingmarketinggoalsetting,etc.ThefourthpartisdetailedanalysistheWcompanyguidelinesontheconcreteschemeofweibooperationanditsexistingproblems.IIIAb
