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在目前流行的微博热潮中,微博平台无疑成为出版企业打破传统窠臼、适应新形势下市场需求的多元化营销利器。越来越多的出版企业开通官方微博,尝试以微博营销带动销售。本文在对出版企业的官方微博进行调查,对调研数据进行整理与分析的基础上,针对出版企业官方微博影响力依然有限的现状,从微博的内容、表现形式、营销技巧与专业管理等4个方面提出了营销建议。笔者认为出版企业应通过官方微博内容展现其企业风格,并利用微博平台使受众获得最佳的交互体验,激发受众的潜在需求。通过职业化的微博经营,使营销效用最大化,从而使其形成一种新的营销方式。
In the current popular microblogging craze, microblogging platform undoubtedly become publishing companies to break the traditional stereotypes, to adapt to market demand in the new market diversification marketing tool. More and more publishers have launched official microblogs and are trying to drive sales through Weibo marketing. Based on the investigation of the official microblogs of publishing companies and the collation and analysis of the survey data, this paper analyzes the current situation that the influence of the official microblogs of publishers is still limited, from the content, forms, marketing techniques and professional management And other four proposed marketing suggestions. The author believes that publishing companies should demonstrate their corporate style through the official microblogging content, and use the Weibo platform to enable the audience to get the best interactive experience and stimulate the potential demand of the audience. Through professional microblogging business, maximize marketing effectiveness, so that it forms a new marketing approach.