【摘 要】
：
去年几家著名电商通过微博和各自线上网站展开了一场价格战,这场价格战为参战的几位主角赚足了人气。“京东”巧妙利用了微博的粉丝平台,以廉价的方式做了一次效果远超成本的
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去年几家著名电商通过微博和各自线上网站展开了一场价格战,这场价格战为参战的几位主角赚足了人气。“京东”巧妙利用了微博的粉丝平台,以廉价的方式做了一次效果远超成本的“广告”。微博这个新媒体逐渐被串联到公司的营销价值链中。纵观公关发展,网络营销、电子商务等一系列与网络相关的一条新的公关价值链已经形成,成为公司价值链的一部分,发挥着重要作用。本文从价值链的角度以此次“价格战”为例来分析网络公关行为。
Last year, several famous e-commerce companies launched a price war through Weibo and their respective online websites. This price war has earned a lot of popularity for the protagonists who participated in the war. “Jingdong ” cleverly used Weibo’s fan platform to do an “advertising” that was far more cost-effective than a cheap one. The new media, Weibo, is gradually being cascaded into the company’s marketing value chain. Throughout the development of public relations, a series of new network-related public relations value chains, such as network marketing and e-commerce, have formed and become part of the company’s value chain, playing an important role. This article analyzes the behavior of network public relations from the perspective of the value chain using this “price warfare” as an example.
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