中央民族大学学士学位论文BachelorThesisofMinzuUniversityofChina2018年3月30日姓名：学号：年级：院系：专业：指导教大数据时代下新媒体精准营销研究――以新浪微博为例摘要2010年移动互联网开始发展，2009年成立的新浪微博开始了从PC端到移动端的进化，其高速传播的平台能力、丰富的功能吸引了越来越多的用户，同时也积累了大量可供分析使用的数据。微博逐渐成为了时政热点、促销信息、日常互动交流的主平台，许多营销活动都采用微博精准营销进行预热造势，并借助微博病毒式裂变传播的能力进行二次或多次传播。本文主要讨论了大数据时代下新浪微博的精准营销，从微博的使用情况、用户规模和用户行为等方面对其在精准营销方面的价值进行探讨，对新浪微博的现状进行了分析，对其进行了SWOT分析。之后以小米Max探讨了新浪微博精准营销运行机制的具体特点和具体的表现形式。最后对新浪微博精准营销的投放给出建议。关键词：大数据；新浪微博；精准营销；营销策略ABSTRACTSince2010MobileInternetbegantodevelop,setupin2009SinaWeibobeganfromthePCtothemobileoftheevolutionofitshigh-speedtransmissionplatformcapabilities,richfeaturestoattractmoreandmoreusers,butalsoaccumulatedalargenumberofavailableAnalyzethedataused.Weibohasbecomeahotspring,promotionalinformation,dailyinteractionofthemainplatform,manymarketingactivitiesneedtocooperatewithWeiboprecisionmarketingpreheatingmomentum,Andwithvirusfissiontransmissioncapacityoftwoormoretimestospread.ThispapermainlydiscussestheeraofbigdataofSinaWeiboprecisionmarketingfromtheuseofmicroblog,userscaleandtheuserbehaviorofitsvalueandcarriesouttheSWOTanalysis.Afterthat,withtheaccuratemarketingofthemicroblogofXiaomiMax,wediscussthespecificcharacteristicsandspecificmanifestationofSinaWeiboprecisionmarketingoperationmechanism.Finally,wegivesomesuggestionsforSinamicroblog'sprecisemarketing.Keywords：BigData；SinaWeibo；Precisionmarketing；Marketingstrategy目录一、绪论......................................................................................................1（一）研究背景与意义..........................................................................................1（二）国内外研究现状..........................................................................................2（三）课题研究意义..............................................................................................3（四）研究思路......................................................................................................5..........................................................................................................................5..........................................................................................................................5二、理论概述..............................................................................................6（一）大数据..........................................................................................................6..........................................................................................................................6..........................................................................................................................6（二）精准营销......................................................................................................7..........................................................................................................................7.........................................................................
