中美微博大V营销策略对比研究_英语论文         

A Study in Contrasts: the Marketing Strategies of the Micro-blog Big V Between China and America 

摘要

信息时代，传统的营销方式不能及时应对消费者的需求，而微博营销逐渐显示出它的优势，成为一种营销趋势。微博营销是利用微博大v的微博影响力和粉丝效应宣传企业新闻,产品，文化等。既节省了品牌宣传资金，又能快速应对消费者的需求。文本首先介绍了微博营销的相关理论，然后结合实践中的案例,接着分析总结了中美微博营销策略的异同以及中国微博营销策略的优劣，针对中国国情，得出中国微博营销发展方向。通过以上研究，我们试图为中国微博大V怎么样进行有效的微博营销提供新的思路，从而在营销市场上取得优势实现长远的发展。

关键词：微博 微博营销 微博大V 营销策略

Abstract

We are now in the information age. Our traditional marketing methods cannot meet the needs of consumers in a timely manner. Micro-blog marketing gradually shows its advantages, and become a new marketing method. Micro-blog marketing uses the influence of micro-blog big V and fans effect to promote the enterprise news, products, culture, and so on, not only save the brand advertising funds, but also quickly respond to consumer demand. This paper first introduces the related theory of micro-blog marketing, and then combined with the cases in practice. This paper analyzes the similarities and differences between Chinese and American micro-blog marketing strategies, summarizes the advantages and disadvantages of Chinese micro-blog marketing strategy, and point out the development direction of Chinese micro-blog marketing. Through the above research, we try to provide new ideas for Chinese micro-blog big V to carry on an effective micro-blog marketing, and help micro-blog big v achieve the long-term development in the marketing market.

Key words: micro-blog  micro-blog marketing  micro-blog big v Marketing strategies

Contents

Abstract 2

Chapter 1 Introduction 3

1.1 Micro-blog Marketing, a New Marketing Model 3

1.2 The Darling of Marketing Industry-micro-blog Marketing 3

1.2.1 The Age of the Micro-blog 3

1.2.2 Why is Micro-blog Marketing So Popular 4

Chapter 2 Micro-blog Big V and Marketing Strategies 5

2.1 Micro-blog Big V 5

2.2 Marketing Strategies 5

2.2.1 Definition of Marketing Strategy 5

2.2.2 Common Marketing Strategies 5

Chapter 3 The Marketing Strategies of American Micro-blog Big V VS the Marketing Strategies of Chinese Micro-blog Big V 7

3.1 American Micro-blog Big V Marketing Strategies 7

3.1.1 Customer Service 7

3.1.2 Product, Brand Information Dissemination 7

3.1.3 Dialogue with Customers 7

3.2 Chinese Micro-blog Big V Marketing Strategies 8

3.2.1 Promotion Mode 8

3.2.2 Advertising Activities 9

3.2.3 Emotional Marketing 9

3.3 Similarities and Differences Between Chinese and American Micro-blog Big V Marketing 10

3.3.1 Similarities 10

3.3.2 Differences 11

Chapter 4 The Advantages and Disadvantages of Chinese Micro-blog Marketing 13

4.1 The Advantages of Chinese Micro-blog Marketing 13

4.1.1 Carry out "Wet Marketing" 13

4.1.2 Utilization of Key Event Marketing for Micro-blog Marketing 13

4.1.3 Use of Sales Promotion to Carry out Micro-blog Marketing 13

4.2 The Disadvantages of Chinese Micro-blog Marketing 14

4.2.1 Gray Marketing Overdraft Credit 14

4.2.2 The Marketing Content is Uninteresting 14

4.2.3 Easy to Generate the Problem of Network Crisis and Public Relations 15

Chapter 5 How to Improve the Marketing of Chinese Micro-blog Big V 16

5.1 Improve Micro-blog Marketing Platform 16

5.2 Seek Word of Mouth Theory in Theory of Need 16

5.3 Cultivate Talents for Micro-blog Marketing 17

5.4 Improve Micro-blog Information Supervision 17

Chapter 6 Conclusion 18

Acknowledgements 19

References 20