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摘要：在社交网络繁衍的时代，微博日益完善、发展迅猛，已然成为了人们生活必不可少的社交平台。随之企业微博的诞生为企业又打开了一扇市场营销的新大门，通过企业微博可以更好，更快捷，更有针对性的像消费者传达品牌信息以及各类营销推广活动。
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本论文旨在通过调查法、观察法、文献研究法、实证研究法、数量研究法和经验总结法深入研究企业微博营销的传播策略，总结相关理论与方法,分析当前企业微博营销的现状,从实证案例中发现企业微博营销的最有效的传播模式。
本文将从4个切入面来深入地分析企业微博传播策略。首先,先对企业微博的概念进行明确定位、并阐述其自身特点,分析企业微博的传播原则。其次,从企业微博的传播现状来看整体发展局势，同时归纳整理企业微博营销的SWOT。第三,寻找分析影响企业微博营销传播的各方面因素。最终根据已构建的体系网进行全面的实证研究，归纳其成功经验,并提出传播策略的可行建议。
通过本文的调查研究可以将企业微博营销传播策略总结为以下四大关键点：1.目标人群的确立和开拓。2.博文话题的切入点和时间点的选择。3.和粉丝定期互动4.定期举办线上活动。5437
关键字：企业微博，营销传播，策略
Communication Strategy of the enterprise microblogging marketing
Abstract: In the era of social networks multiply, microblogging increasingly sophisticated, rapid development, has become essential to people's lives social platform. Followed by the birth of enterprise microblogging enterprise has opened a new door of marketing through enterprise microblogging could be better, faster, more targeted as consumers convey the brand message and a variety of marketing and promotion activities.This paper aims to survey, observation, literature research, empirical research, the number of research methods and lessons learned French in-depth study of enterprise microblogging marketing communication strategy, summarize the relevant theories and methods to analyze the current status of enterprise microblogging marketing, from the empirical cases found enterprise microblogging marketing the most effective mode of transmission.This article from the four cut surface to depth analysis of enterprise microblogging communication strategy. First, the first of the concept of enterprise microblogging clear positioning and explains its own characteristics, analysis of enterprise microblogging spread principles. Secondly, from the spread of enterprise microblogging current situation of the overall development of the situation, and collate and analyze enterprise microblogging marketing SWOT. Third, look for analyzing enterprise microblogging marketing communications affect various factors. Eventually build a system based on a comprehensive network of empirical research, summarize the successful experience and put forward feasible suggestions communication strategy.Investigation of this article can be enterprise microblogging marketing communication strategy summarized in the following four key points: 1. Establish and expand the target population. 2 Bowen topics selected entry points and time points. 3 and 4 fans interact regularly. Hold regular online activities.
Keywords: enterprise microblogging, marketing communications, strategic
目 录
前言 4
一、企业微博营销的概念 5
（一）企业微博营销的概述 5
1、微博的定义 5
2、企业微博的定义 5
3、企业微博营销 5
（二）企业微博营销的理论基础 6
1、751度空间理论与企业微博营销 6
2、长尾理论概述与企业微博营销 6