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1、万方数据华北电力大学硕士学位论文AbstractAswearelivinginthismodembrandingage，tradesandgovernmentalagenciesarebecomingevenmoreawareofbrandbuildingandbrandingmanagementthusdevotingmuchmarll)ower'financialresourcesandmaterialsintopromotingbmds．Micro—blogasanewforcesuddenlyris

2、esinsocialmedia，manygovernmentalagenciesandenterpriseshavemadeitapowerfulandprevailingmediatoolinbranding，howevercomparetothecomprehensivestrengthandpositionofenterprises，theinfluenceofStateGridCorporationofChinafellfarbehind，especiallyonstudyandapplicatio

3、nofmiero-blognetwork．BrandingofStateGridCorporationofChinashallbeprogressedwithtime．makinguseofnewplatform豁miero-bloginbrandingandpromotingculture，concept，andserviceawareness，letbrandingbemoretransparentandunderstandable，thuspreventingrisksandseizingchance

4、s．Thisessaymeanstostudythecurrentissuesandexistingproblemsofpowergridenterprisesinmanagingmicro—blogplatform，basisonthefeaturesandpropertiesofpublicserviceawareness，startfrommasscommunication，highestquantityofusers，bestpublicpraisesmakemicro—blogareasonabl

5、ecasetostudy．inordertobuildupaoperationstrategywithguidingsignificanceinapplyingthepublicpromotionofStateGridCorporationofChina．Firstlytherewouldbestudyonthefeatureanalysis，mediacast，brandingtheoryofmicro-blog，secondlytheessaywoulddiscussthebrandingfeature

6、ofStateGridCorporationofChinaandtheanalysisonexistingissuesinbrandcommunication，usingSWOTmethodinanalyzingtheinternalandexternalenvironmentinbrandcommunication，pointouttheimportanceandnecessityofbrandingStateGridCorporationofChinainmicro—blogplatform，alsot

7、otalkaboutthecurrentexistingproblemsinbrandcommunicationofothergridpowerenterprises，thusreachingoveralldecisionsandrelevantstrategiesofbrandimage，publicguidance，servicemarketing,networkpoliticsandmiero-blogoperatingthroughstudyingthosecases．Keywords：micro-

8、blog，power鲥denterprises，brandcommunicationstrategy，SWOTanalysis万方数据华北电力大学硕士学位论文目录摘要⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯IAbstract⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯一II第1章绪论⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯11．1研究背景