浅析微博对网络营销发展的影响

浅析微博对网络营销发展的影响(5300字)

摘    要

自2006年国外微型博客网站twitter问世以来，微博在重大新闻事件中扮演的重要角色引起了社会各界的关注，它以极快的速度融入到社会生活中，逐渐大众化，成为用户维护现实社会关系的有效工具，促进了人们的社会网络的形成与拓展，网络的社会功能进一步凸显，微博也逐渐成为公众和学界关注的热点。
考察表明，微型博客具有独特的传播特点。首先，媒介融合，微博兼有传播渠道和传播内容的融合，在传播渠道上，以手机和网络的融合为代表；在传播内容上，具有网络媒体间和跨媒体的融合。其次，微博用户面对不同的人群，分别扮演传播者与传播对象的双重角色，传播的目标对象更为明确。最后，信息反馈具有及时性、选择性和互动性。微博的传播特点使现实生活与网络生活的交集越来越大，社会网络逐渐走入网络社会。互联网的社会网络对于个人的影响主要是社会资本的增加，这在三方面体现出来：一方面是扩展了社会网络关系，使用较低成本实现以用户为中心的大范围的信息传播，加深人际交往的广度和深度；另一方面是充当社会关系桥梁，为用户成为关系网络中的中间人提供了机会，增加其从原有社会关系中获益的可能性；最后一方面是通过朋友圈中的成员提高个人在朋友圈中的声望和地位，增加自我的个人价值。

关键词：微博  网络社会  新浪网  社会关系
 

Abstract

Since 2006 foreign miniature blog twitter advent, it played important role in major news events and caused the focus of the society ,it is concerned with great speed into social life, gradually became popular, maintaining social relations of users, and to promote the effective tool of the formation and development of social network. network, and the social function of mini blog  also highlighted further academic public and gradually becomes the focus of.
Investigation shows, mini blog has the unique characteristics of propagation. Firstly, the media integration, both transmission channel and spread hiroshi fusion, the content in the transmission channel, based on the Internet and mobile phones for fusion, In the contents, with network media and media. Secondly, the blog users facing different groups, with the spread of the object as propagators of dual role, spread more specific target. Finally,  feedback timely, selectivity and interactive. The propagation characteristics of mini blog  to real life and the life of the network is more and more big, the social network with gradually into the Internet society. Internet social networks for personal effects of social capital is mainly in three aspects, which are reflected: on the one hand, expanded social networks, using low cost to realize the user as the center of a wide range of information transmission, deepen the breadth and depth of interpersonal communication, On the other hand is to act as a bridge for the user, social relations between the middleman network provides opportunities, increase the benefit from the original social relations of possibility, Finally one of the members is through the circle of friends in the circle of friends to improve personal popularity and status, increase the individual self.

Key words: mini blog；Social network； Sina；Social relations 

目    录

引    言    1
一、微博的发展概述    2
（一）微博的定义    2
（二）微博的兴起与发展    2
（三）微博的特性    2
二、我国网络营销的发展现状    3
（一）中国企业互联网应用情况    3
（二）我国网络营销环境分析    1
三、微博对网络营销发展的影响    1
（一）加剧信息爆炸与信息匮乏    1
（二）内容多为无用信息    1
（三）加速了网络营销的盈利    2
四、微博网络营销案例分析    2
（一）倾听客户的声音    2
（二）给粉丝想要的信息    2
（三）鼓励员工参与微博互动    2
（四）绩效考核制度    3
结    论    4
参考文献    5