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摘要近几年，微博的发展超出了人们的想象，已经成为家喻户晓的社交工具。微博营销因其独有的特点正在成为现代营销市场的主流，使得企业把它作为品牌推广、客户关系维护、企业危机公关的绝佳平台。很多企业都十分珍惜这个营销平台，尤其是中小企业，规模小、资金不足、人员不多等因素，使得企业想运用微博进行扩大品牌知名度和打造企业影响力。43995
本文以中小企业微博为研究对象，从微博的定义、微博营销基本模式以及中小企业微博的价值体现入手，并且结合中小企业成功案例，对中小企业官方微博运营的各类进行梳理，以及所运用的微博营销策略研究。最终，提出适合中小企业微博运营与营销的策略建议。
Abstract：In recent years, the rapid development of micro-blog is beyond people's imagination, and the micro-blog has become a popularly social tool. Because of its unique features, micro-blog marketing is becoming the mainstream market of modern marketing, which allows companies to use it as the excellent platform for branding, customer relationship maintenance, and public relations of business crisis. Many enterprises appreciate the platform, especially small and medium-sized enterprises, since small and medium-sized enterprises which have small scales, insufficient funds and a few employees want to use micro-blogs to increase brand awareness and build enterprise influence.
The research objects of this thesis are small and medium-sized enterprises’ micro-blogs. First of all, this thesis aims to sort out all kinds of micro-blogs on the basis of the definition of micro-blogs, basic modes of micro-blog marketing, value of small and medium-sized enterprises’ micro-blogs and successful cases of small and medium-sized enterprises. Secondly, the thesis is going to research the strategies that small and medium-sized enterprises use in micro-blog operation and marketing. Finally, the present study will give suggestions for small and medium-sized enterprises in micro-blog operation and marketing.
毕业论文关键词：微博； 微博营销； 微博运营平台； 中小企业
Keyword: Micro-blog; Micro-blog marketing; Microblogging operating platform; Small and medium-sized enterprises
目录
1引言 5
1.1研究的背景和意义 5
1.2研究内容 5
1.3本文的创新点 6
2文献综述 6
2.1关于微博的概念 6
2.2关于企业微博营销的研究 6
2.3目前存在的问题 7
3.微博的概述 7
3.1微博的定义 7
3.2微博的功能 8
3.3微博的使用现状 8
4微博营销 9
4.1微博营销的特点 9
4.2微博营销的基本模式 10
4.3微博营销的SWOT分析 11
5中小企业微博运营研究 12
5.1企业微博的定义 12
5.2中小企业微博的运营现状与问题 12
5.3中小企业微博的价值体现 12
5.3.1中小企业微博的商业价值 12
5.3.2中小企业微博的营销价值