I论企业官方微博在品牌建设中的有效运用摘要 微博是在用户关系的基础上进行信息传播、分享的一个平台。自 2010 年起，随着微博在互联网中的发展，部分企业开始尝试利用建立官方微博的方式进行品牌建设。在信息通讯迅猛发展的时代，官方微博的运用，也为品牌建设带来了便利。官方微博的信息传递便捷更是推动了品牌建设与新媒体的结合。但是在多重优势的交织下，品牌建设仍旧缺乏明确的理论指导，也很难取得明显的效果。因此立足于公关学的视角，对相关概念进行梳理，并且从受众和运用的角度对官方微博在品牌建设中的现状进行分析，结合官方微博建设的作用，通过分析“海底捞”等案例并总结其经验，提出了较为合理的运用策略体系。关键词 企业微博 品牌建设 策略On The Effective Operation Of Enterprise Official Micro-blog In Brand ConstructionAbstract Weibo is a platform for information spreading and sharing on account of user’s relationship. Since 2010, with the rapid development of microblog on the Internet, some enterprises start trying to take advantage of building their brands by set up the company’s official microblogs. In the era of rapid development of information and communication, the use of official microblog also brings convenience to brand building. The convenient information transmission of official microblog promotes the combination of brand building and new media.However, there is a confluence of advantages, brand building still lacks clear theoretical guidance, so it is difficult to achieve obvious results. Therefore, based on the perspective of public relations. Firstly, the relevant concepts are sorted out. Secondly, analyzes the status quo of official microblog in brand building from the perspective of audience and application.Then, combine the necessity of the official microblog construction.At last, analyze the "Hidilao" case and summarize its experience, and propose a more reasonable application strategy system.Key words ...
