摘要
2007年5月,我国大陆地区第一个提供微博服务的网站饭否网成立,2009年8月,新浪推出“新浪微博”内测版,现已成为我国用户数量最大的微博产品。作为一种新的信息传播形态,微博的传播速度是呈几何级的,远远高于之前任何一种媒介产品的传播速度和广度。微博的出现,也让企业开始思考新的传播形态所带来的改变和可能。
在国外,Twitter已经开始利用其丰富的数据资料、强大的搜索引擎、高级商务账户等方式创收,并且专门推出了网站广告新平台,允许广告商在Twitter的搜索页面上付费刊登广告信息。在我国,已经有包括VANCL、戴尔、诺基亚、欧莱雅等企业在新浪的微博平台上开始尝试微博营销,以此来提升品牌影响力,扩大产品知名度。
目前国内对于微博营销的研究还处于起步阶段,研究的重点主要在微博营销的优势以及策略方面,本文则采取一种逆向思维,重点探讨企业微博营销的局限性,并提出相应的解决路径。研究方法方面,通过对新浪微博的亲身体验和观察,以期通过一手资料总结归纳出当前企业微博营销的现状和问题,为本文的研究提供大量实例和数据支持。
第一章,绪论部分。我国的微博经济刚刚起步,尚属一片蓝海。能否抓住这一次机会,在这片蓝海中开疆辟土,是企业所面临的一次重要挑战。在这个时候,把微博营销与其他营销方式进行对比,探讨企业微博营销的局限性,并提出局限性的解决路径,所指向的不仅是理论研究,更具有广泛的实际应用价值。
第二章,微博营销的理论综述部分。微博是受众聚集的纽带和载体,是社会化媒体的一种重要形式,是病毒式营销和口碑营销的结合。微博的五个W有着自己鲜明的特色,传播者个体化、传播内容碎片化、发布渠道多样化、受众亦是传播者、裂变式的传播效果。从性质上来说,微博营销属于网络营销的一种,但由于微博的自身特性,传统的4P、4C理论在微博这里得到了颠覆,一些新的营销理论,如病毒式营销、整合营销传播、湿营销理论等更适用于当前的企业微博营销。
第三章,微博营销与其他营销方式的对比分析部分。微博集合了手机短信、社交网站、博客和IM等四大媒介产品的特点。与手机短信营销相比,微博营销是一对多的模式,传统的SMS短信服务是一对一的模式；与社交网站营销相比,微博营销是一种关注型对话,社交网站是一种友好型对话；与博客营销相比,在微博营销的过程中,用户处于主导地位,在博客营销中,企业处于主导地位;与IM营销相比,微博营销的用户数据是完全开放的,而IM营销是一种封闭式的信息交流。
第四章,企业微博营销的局限性分析部分。微博还是一种新生事物,我国微博营销的土壤尚未培育成熟,再加上微博门槛极低、发布快捷,这就决定了企业微博营销在当前阶段具有一定的局限性。首先,信息发布的简单快捷造成了微博平台上大量冗余信息的出现,企业发布的信息很有可能被淹没在海量的信息海洋之中；其次,由于营销方式单一,缺乏足够的趣味性,微博营销的传播能力和传播范围还有待提高,大多数企业的微博营销还处于形式大于内容的阶段：第三,在微博营销的过程中,企业与受众处于一种偏于单向的关系,受众很难成为企业的忠实客户,长此以往,受众就会不断流失；第四,从博客到社交网站,再到微博平台,企业营销的媒介形态不断在变,但媒介利用方式并没有做出相应的调整,传播效果并不理想；第五,微博营销的效果难以评估,这无疑提高了企业在资金投入回报率上的风险,也会对企业接下来的一系列决策造成困扰。
第五章,企业微博营销局限性的解决路径部分。首先,要发挥微博营销的优势,微博营销的信息成本低廉、精准度高、时效性强,而且微博的粉丝忠诚度高。其次,要构建企业微博营销的模式,包括制定微博营销计划、合理科学的营销战略选择以及微博营销的效果反馈。最后,针对企业微博营销的局限性,给出了相应的对策建议。企业可以通过意见领袖的参与来提升微博的传播效果；企业在运用微博进行营销时,除了要做一般性的信息发布,还要尝试做聆听者,与受众进行沟通互动；企业可以制定一个系统的营销战略,创新媒介利用方式,让营销的影响力在各个媒介平台上得到叠加；企业还要随时监控微博动态,反馈营销效果,为今后的战略决策提供科学的依据。
作为一种新型的营销方式,企业微博营销在国外也只是刚刚起步。在国内,微博正处于快速发展时期。随着新浪在2009年8月开始微博内测,搜狐、网易、腾讯等门户网站相继开通了微博服务,甚至连人民网、凤凰网等媒体也开设了微博。在这个快速发展的“微博时代”,对于企业来说,寻找的不仅是表象的繁荣,更是可以开拓的蓝海。在这个时期,谁能找出问题的所在,并加以规避和解决,就意味着占领了市场的先机。
In May of 2007, the fanfou website was established which first provided microblog service in mainland area of China. In August of 2009, sina brought out "sina microblog", and now it has become the microblog product which has the largest number of users in China. As a new kind of propagation form, the propagating velocity of microblog is being a geometric level and higher than any kind of media products before. Appearance of microblog also makes enterprises beginning to think about changes and possibilities which were brought by the new propagation form.
In foreign countries, twitter has started to use its rich data, powerful search engine and senior business account to increase income, and specially brought out a new advertising platform that allows advertisers to pay and place advertisements in searching page of twitter. In china, there are some enterprises containing VANCL, dell, nokia and loreal beginning to try the microblog marketing in sina microblog platform, so as to enhance brand influence and expand product well-knownness.
At present the research on microblog marketing is still in the initial stage in china, and the priority of research is mainly on the microblog marketing advantage and strategies. This paper will take a reverse throught to discuss the limitations of enterprise microblog marketing bring forward the corresponding solving path. In the researching methods, I want to sum up the actuality and questions of enterprise microblog marketing at present by firsthand material based on the self experience and observation for sina microblog, in order to provide plenty of examples and data supporting for this article.
The first chapter is the introduction section. Chinese microblog economic just start, and it is a blue ocean. We can catch this opportunity or not to expand our market is an important challenge for enterprises. At this time, comparing the microblog marketing with other marketing methods, discussing the limitations of enterprise microblog marketing, and bringing forward the way to solve the limitations is not only a theoretical research, but also has the more extensive practical application value.
The second chapter is the theoretical overview section of microblog marketing. Microblog is the bond and carrier of audience gathered, is an important form of the social media, and the combination of virus marketing and word-of-mouth marketing. Five W of microblog have their own distinct characteristics. They are disseminator individualized, disseminating content fragmentation, release channel diversification, the audience is also communicators, and the spread of fission effect. Naturally, microblog marketing is one kind of the network marketing, but because of its own characteristics, the traditional 4P,4C theory get the subversion, and some new marketing theories, such as viral marketing, integrated marketing communications, wet marketing theory are more suitable to the microblog marketing of current enterprise. The third chapter is the comparative analysis section of microblog marketing and other marketing methods. Microblog gathers four media product features of phone messages, social networking services, blogs and IM. Compared with photo message marketing, microblog marketing is a pair of many modes, and the traditional SMS message service is one-to-one mode. Compared with social networking services marketing, microblog marketing is a concern dialogue, and social networking services are a friendly dialogue. Compared with the blog marketing, users are in the leading position in microblog marketing process, and the enterprises are in the leading position in the blog marketing. Compared with the IM marketing, the users data of microblog marketing is open completely, and IM marketing is a closed information exchange.
The fourth chapter is the limitations analysis section of enterprise microblog marketing. Microblog is a new thing, so the soil of microblog marketing is not mature. And the threshold of microblog is extremely low and releasing quickly determines the enterprise microblog marketing which has certain limitations in current stage. First, information releasing simply and quickly caused the emergence of large redundant information, made enterprise's information submerging in the vast amount of information oceans. Second, because of single marketing methods and lack of enough interesting, the dissemination ability and the spreading area of microblog marketing need to be improved, and the most enterprise microblog marketing is still in the form of stage. Third, in process of microblog marketing, the relationship of enterprises and audiences is in one-way. So the audiences are hard to become the loyal customers of enterprises. If things continue in this way, the audiences will run away constantly. Fourth, from the blog to social networking services, and to microblog platform, enterprise marketing media form is changing constantly, but using fashion of media is not to adjust accordingly. The effect of dissemination is not ideal. Fifth, the effect of microblog marketing is difficult to assess. It is undoubted to improve the risk of enterprises in capital investment returns, causes the trouble of enterprise for the next series of decisions.
The fifth chapter is the section of marketing limitations solution path for enterprise microblog. First of all, we should exert the advantage of microblog marketing information, for example, low cost of microblog marketing, high accuracy, timeliness strong and microblog fan loyalty high. Secondly, we should build the model of enterprise microblog marketing, including setting microblog marketing plan, reasonable scientific marketing strategy selection and microblog marketing effect feedback. Finally, in view of the limitations of enterprise microblog marketing, give out the corresponding countermeasures and suggestions. Enterprises can promote the spreading effect by the opinion leader participating. When enterprises use microblog to market, not only to release general information, but also try to be the audience listener communicating with audiences. Enterprises can establish a system of marketing strategy, innovate media utilization ways and marketing influence getting superposition in various media platforms. Enterprises also should monitor the microblog dynamic and feedback the marketing effect in order to providing the scientific basis in future strategic decision.
As a new way of marketing, enterprise microblog marketing just also get started in foreign. In china, microblog is in rapid development period. With sina testing in the beginning of August 2009, sohu, netease and tencent have opened microblog services successively; even people's net and phoenix nets also opened the microblog. In this rapid development "microblog age", for enterprises what they find is not only the surface boom, but also the blue sea which can expand. During this period, who can find out the problems and go to avoid and solve, means that they occupy the market firstly.
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