基于5T模型的SPDC案例微博营销分析
This thesis is mainly pided into three parts. The first part analyzes the importance of new media marketing to enterprises. At the same time, this part explains why enterprises should take microblog marketing as an important flat to do the brand communication. In the second part, this thesis has a deep application analysis of microblog marketing from 5T model with the purpose of optimizing microblog marketing effect and enhancing microblog marketing efficiency. From the application results, enterprises can make better use of this new marketing way based on microblog to have a long term development in doing business. In the last part, this thesis takes Pechoin (SPDC) as an example to analyze its success and deficiency based on 5T model when SPDC conducts microblog marketing activities. Meanwhile, this thesis tries to put forward some suggestions on microblog marketing for enterprises’ better development.
Key Words: microblog marketing 5T model SPDC
摘 要随着新型社会化媒体微博营销的迅速扩散，微博营销凭借其作为现代最快速及最简便的信息传播工具，吸引了越来越多的企业利用微博作为一种营销手段，纷纷开设符合自身特点的官方微博，以顺应新媒体时代的发展趋势。在微博营销成为一种重要的营销工具的背景下，国内老字号化妆品品牌应该尽快转型。
本论文主要分为三个部分，第一部分从当今新媒体发展的大趋势去分析探讨企业利用微博营销这一新型营销模式的必要性。第二部分主要通过网络口播营销衍生出5T模型对微博营销进行应用分析，旨在提升微博营销的传播效率并优化微博营销的效果，便于企业能够更好地利用微博营销取得长远发展。第三部分以百雀羚的微博营销为案例分析，基于5T理论分析得出其利用微博营销这一营销方式存在的成功与不足。同时，在文章的最后部分对基于微博平台的营销方式提出一些建议并做出总结,以期企业更好发展。
毕业论文关键词：微博营销 5T模型 百雀羚
Contents
Abstract i
摘 要 ii
Chapter One Introduction 1
1.1 Research background 1
1.2 Significance of Research 2
1.3 Literature Review 3
Chapter Two Methodology 5
Chapter Three Theory and Application Analysis 7
3.1 Definition of Microblog Marketing 7
3.2 Microblog Marketing under 5T Model 7
3.3 Application Analysis of Microblog Marketing 9
3.3.1 Market Segmentation, Differentiation Positioning 10
3.3.2 Exploiting Celebrity Charm 11
3.3.3 Integrating Various Sources 12
3.3.4 Increasing Consumer-oriented Stickiness 13
3.3.5 Constant Monitoring 13
Chapter Four Results and Discussion 15
4.2 The Successful Point Analysis Based on 5T Model 17
4.2.1 Classified Topics 17
4.2.2 Application of Several Tools 20
4.3 The Deficient Point Analysis Based on 5T Model 21
4.3.1 Inadequate Talkers 21
4.3.2 Low Participation 22
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