文档介绍：精品资料
德州科技职业学院
毕业论文
题目: 浅谈聚美优品的微博营销
院系名称: 经管艺术系
班级: 10电子商务2班
学生姓名: 张永杰
学号: 100502259
指导教师: 柳萌
答辩教师: 李燕、王晓恒、朱萌萌
时间: 2013年4月7日
摘要
企业微博营销源于微博的兴起和日渐盛行。自2010 年以来,微博在国内发展迅速,成为继博客、社交网站之后又一重要的交流平台。同时,新浪、搜狐、腾讯等各大门户网站也都大力布局微博。它不仅为人们进行更快捷便利的沟通搭建了前所未有的平台,同时也创造了在很多方面优于现有媒体的营销平台。传统的营销方式往往跟不上时代的发展,微博的出现和发展已经促使一种全新的新媒体营销方式出现,那就是微博营销。
微博成为B2C企业营销的新工具,相比较传统营销方式而言,微博营销可以更快速地帮助企业建立起顾客群体,因此微博将成为B2C企业重要的战场。但是新事物的出现也必将带来新的挑战。
文章根据微博目前的情况,从微博的解读、微博的运用到微博的盈利模式三个方面阐述了对微博的认识。其次结合聚美优品品牌对B2C企业微博营销进行分析,对 B2C企业微博营销提出相应的对策和建议。
关键字:B2C,微博营销策略,电子商务,聚美优品
ABSTRACT
The rise of micro-blog micro-blog marketing in enterprises and the increasingly popular. Since 2010 the micro-blog, rapid development in China, following the blog, working sites and an important platform for the exchange of. At the same time, each big portal Sina, Sohu, Tencent micro-blog also vigorously layout. It is not only for people more efficient and munication platform built a hitherto unknown, but also to create a superior in many aspects of the existing media marketing platform. The development of traditional marketing methods often cannot keep up with the times, the emergence and development of micro-blog has prompted the emergence of a new media marketing, that is the micro-blog marketing.
Micro-blog has e a new tool for B2C marketing, compared to traditional marketing methods, micro-blog marketing can be more quickly to help the enterprise to establish the customer, so the micro-blog B2C business will e an important battlefield. But the emergence of new things will also bring new challenges.
According to the present situation of micro-blog, micro-blog is expounded from three aspects of the interpretation of micro-blog, micro-blog micro-blog's profit model is applied to the. Secondly, combining Jumei Youpin brand case, investigation, B2C enterprise micro-blog marketing analysis, finally from the target market positioning, target market selection, munications, marketing and other aspects, and puts forward the