基于微博的明溪肉脯干特产营销摘要随营销，即利用微博展开营销，作为一种新兴网络营销模式已经在企业营销活动中发挥了重要作用。自微博诞生以来其发展劲头势不可挡，随之伴生着微博营销的火热。现在微博营销是公认的未来主要营销手段之一，着微博这一新兴媒体的快速发展，微博营销也越来越受到企业的重视，微博营销的商业价值也逐渐被开发。明溪肉脯干是三明地区著名的传统小吃，近几年来发展较快。本文研究的主要目的在于，在如今微博盛行的发展势头下，以明溪肉脯干这一地方性特色食品为例，考察微博营销的适用性和发展策略，以期推动明溪肉脯干的发展。同时，以病毒式营销策略、整合营销策略、互动营销策略和公益营销策略为理论基础探析明溪肉脯干营销策略，力求寻求明溪肉脯干微博营销的最适策略和模式，落实具体措施，抓住微博营销带来的机遇。关键词：微博，微博营销，微博营销策略，明溪肉脯干BasedonweiboMingXimeatproductsmarketingABSTRACTWiththepopularmicroblogging,microbloggingmarketingmoreandmoreimportanceinenterprises,thecommercialvalueofmicrobloggingmarketingisgraduallybeingdeveloped.MingXidriedmeatSanmingregionfamoustraditionalsnacks,rapiddevelopmentinrecentyears.Themainpurposeofthisstudyisthat,intoday'spopularmicrobloggingmomentumtoMingXidriedmeatdoingthislocalspecialtyfoods,forexample,examinetheapplicabilityofmicrobloggingmarketinganddevelopmentstrategiestopromoteMingXidriedmeatdrydevelopmentof.Meanwhile,viralmarketingstrategy,integratedmarketingstrategy,interactivemarketingstrategyandpublicmarketingstrategiesbasedonthetheoryofMingXidriedmeatstemmarketingstrategyandstrivetoseekMingXidriedmeatoptimumdrymicrobloggingmarketingstrategiesandmodelstoimplementspecificmeasurestoseizemicrobloggingmarketingopportunities.KEYWORDS：weibo，Weibomarketing，Weibomarketingstrategy，MingXidriedmeat目录1微博与微博营销....................................................11.1微博的概念及特征............................................11.1.1微博的概念.............................................11.1.2微博的特征.............................................11.2微博营销的概念、特征及价值..................................21.2.1微博营销的概念.........................................21.2.2微博营销的特征.........................................21.2.3微博营销的价值.........................................32明溪肉脯干微博营销分析............................................52.1明溪肉脯干概述..............................................52.2明溪肉脯干微博营销与微博用户行为分析........................62.2.1超六成用户参与过微博热门话题讨论.......................72.2.2优惠抽奖活动成为用户点击图片广告的主要原因.............72.2.3近半数微博用户会通过微博链接进入网购网站...............73明溪肉脯干微博营销策略探析........................................93.1病毒式营销策略..............................................93.1.1@功能直递的方式........................................93.1.2转发及评论功能的方式..................................103.2整合营销策略...............................................103.2.1线上多种营销方式整合..................................103.2.2线上与线下营销整合....................................113.3互动营销策略...............................................113.3.1实时交流消除双方距离感................................123.3.2活动策划提升顾客参与度................................123.4公益营销策略...............................................124明溪肉脯干微博营销过程中应注意的问题与建议.......................144.1保证微博的真实性..............
