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摘要：微博的快速发展不但使其成为人们发布信息、获得资讯以及交流互动的重要平台，还聚集了广大的用户,各界人士的积极参与，预示着全民微博的时代的到来。而相对于普通用户来说，名人们在微博上的传播优势更大，其中，演艺界的明星博主们更是特殊的存在。当前对于微博自媒体营销的研究并不多，其中针对明星微博的研究更是少之又少。因此，本论文聚焦明星微博这个自媒体，结合文献调查和对比分析，对明星微博自媒体进行研究分析：希望可以归纳出明星微博自媒体的特性、可采取的营销策略以及它的前景，使其可以在企业营销上发挥作用。此外，因为新浪微博擅于应用“明星牌”，并且在各方面都比其他微博来得出采，于是本文侧重依据新浪微博进行调查分析。50553
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在结构布局方面，本论文总共分成三大部分。第一部分由第一章和第二章组成，第一章主要是自媒体及其相关概念的概述，包括自媒体和自媒体营销；第二章主要是对微博的相关内容进行概述。
第二部分是主体部分，有第三章到第五章构成，主要介绍了明星微博自媒体的特性、营销策略以及发展前景。
第三部分是第751章的结论，主要阐述本文的总结和体会。
毕业论文关键字：自媒体 自媒体营销 微博 明星
Study on the We Media Marketing of Stars’ Micro Blog in China——Based on weibo.com
Abstract:With the vigorous and rapid development, micro blogging has become a main platform of people to release messages, gain information and interact with each other.So, micro blogging has attracted a wide range of users, which indicates the beginning of the national micro blogging era. And relative to the average user, famous people in the spread of micro blog advantage more, among them, the star of the show business bloggers is special. The current research for weibo from media marketing is not much, the study of star weibo are much rarer. Therefore, this thesis focus on the star micro blog since the media, combined with the literature survey, research analysis was carried out on the celebrity weibo from media: hope can induce the information of star weibo from media properties, can adopt the marketing strategy and its prospects, make its can play a role in enterprise marketing. In addition, because sina weibo "star brand" good at application, and in every way than other weibo to draw, so this article focus on the basis of sina weibo were investigated.
Overall, this article can be pided into three parts.The first part is consisting of two chapters.Chapter 1 introduced the we media and its overview of related concepts, including the media and the media marketing; The second chapter is mainly to outline the relevant content of weibo.
The second part is the main part, the third chapter to the fifth chapter, mainly introduces the characteristics of the star weibo from media, marketing strategy and development prospects.
The third part of the article is Chapter 6, which contains the conclusion and the revelation.
Key Words:We Media，We Media Marketing，Micro Blog，Star
目 录
一、 自媒体营销分析 1
（一）自媒体概述 1
（二）自媒体营销概述 2
二、 微博发展状况分析 4
（一）微博概述 4
（二）明星微博 6
（三）明星微博发展情况 7
三、基于明星微博的自媒体营销特性分析 8
（一）新品牌的建立和推广成本低 8
（二）与受众之间的交互性强 10
（三）能自动筛选接受群体，针对性强，提高营销效率 11