工商管理专业毕业论文--微博的整合营销策略分析.docxVIP

摘 要随着微博的出现和发展，微博的种种优势开始明显表现出来，微博营销也开始受到企业的重视。然而单纯的微博营销并不能适应所有企业的营销模式，且营销效果并不明显。随着整合营销理论逐步走向成熟，微博的整合营销策略研究成为营销界及企业关注的重点。针对现实情况，本文将结合案例试图讨论分析微博与其他营销方式的整合营销策略。通过分析其他营销方式的优缺点，结合微博营销的特点分析微博与其整合的营销策略，从而扬长避短，使企业的营销行为事半功倍，从而达到理想的营销效果。通过本文的研究，可以看出随着社会的多元化发展，以及人们生活的多样化，单一的营销方式已经不能满足当代市场竞争的需要。面对90后消费时代的到来，广泛、统一的营销模式已经不能符合90后追求个性的要求，因此企业需要实施全方位具有针对性、个性化的立体化营销策略。关键词： 微博营销 整合营销 手机营销 立体化营销 Microblogging Integrated Marketing Strategy Analysis AbstractWith the emergence and development of micro-blog, great importance has been attached to micro-blog marketing by many companies due to its various advantages. However, the simple micro-blog marketing strategy is not adequate for all the companies and its effect is not obvious. Therefore, the Integrated Marketing Strategy of micro-blog will be the focus of marketing field and companies as the theory of Integrated Marketing is growing up.This thesis focuses on the Integrated Marketing Strategies of micro-blog and other Marketing Strategies with case study. by analysising the advantage and disadvantage of other marketing strategies and the Integrated Marketing Strategy between micro-blog and other Marketing Strategies, Thus make the companies foster strengths and circumvent weaknesses and achieve the multiplier effect in marketing. Through the research of this article, we know that with the diversification of social development, as well as the diversification of peoples lives, a single marketing approach can no longer meet the needs of the contemporary market competition. Faced with the arrival of the consumers who were born after the 1990s, a wide range of unified marketing model has been unable to meet the requirements of the peoples whose pursuits are individuality, so companies need to implement a full range of targeted, personalized three-dimensional marketing strategy.Keywords: Microblogging Marketing Integrated Marketing Mobile Marketing Three-dimensional Marketing目 次1 引言11.1 选题背景11.2 研究目的和意义11.3 文献综述21.4 研究内容和方法32 微博整合营销概述4