新浪微博的营销价值及其利用策略+SWOT分析
毕业论文关键词： 新浪微博；SWOT分析；发展趋势
The analysis of sina micro-blog's marketing strategy and its utilization value
Abstract: With the continuous development of the Internet, the number of people who use mobile terminal to surf the Internet also shows explosive growth. Sina Weibo as a kind of important information transmission media takes an indispensable position in people's daily life. Precisely because of the importance of this in the eyes of the people, which gave birth to the Sina microblogging marketing value. By learning from the experience of domestic and international on basis of microblogging marketing and utilization value. Using SWOT analysis method and professional knowledge, such as advertising, western economics, marketing. Comprehensive analyze the current situation of the sina micro-blog’s development of the strengths and weaknesses, opportunities and threats and clarify the trends of sina micro-blog. Finally, the combination of theoretical knowledge and practical experience, through the contrast analysis and puts forward that the enterprise in the microblogging marketing activit ies should pass the correct values, build good friendly public image and maintain a strong self-control, in order to enhance enterprise’s core competitive force and commercial value.
Key Words: Sina micro-blog; SWOT analysis; development trend
目录
引言1
一、绪论2
（一）研究目的和意义2
1、研究的目的2
2、研究的意义2
（二）研究内容与方法3
1、研究内容3
2、研究方法3
1、新浪微博研究综述3
2、国内外其他微博服务商现状5
二、新浪微博营销价值SWOT分析7
（一）内部优势分析7
1、操作简单，方便快捷7
2、信息缤纷，完美阅读7
3、用户量大，容易传播7
4、名人用户活跃7
5、效益高，成本低7
（二）内部劣势分析8
1、微博营销泛滥8
2、言论监督8
3、难以奠定基础8
4、不容易被关注8
5、疯狂复制8
（三）外部机遇分析8
1、许多公司，媒体都在使用新浪微博8
2、人民民主新形式9
3、成功上市9
（四）外部威胁分析9
1、监管严格9
2、竞争对手10
3、活跃用户量在下降10
4、谣言的泛滥10
三、新浪微博发展趋势分析11
（一）高质量的内容源11
（二）成熟的视频直播技术12
（三）新浪微博与视频直播12
四、新浪微博的营销价值与建议13
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