2012届毕业生毕业论文题目:微博的整合营销策略分析院系名称：专业班级：工商管理学生姓名：学号：指导教师：教师职称：年月日2摘要随着微博的出现和发展，微博的种种优势开始明显表现出来，微博营销也开始受到企业的重视。然而单纯的微博营销并不能适应所有企业的营销模式，且营销效果并不明显。随着整合营销理论逐步走向成熟，微博的整合营销策略研究成为营销界及企业关注的重点。针对现实情况，本文将结合案例试图讨论分析微博与其他营销方式的整合营销策略。通过分析其他营销方式的优缺点，结合微博营销的特点分析微博与其整合的营销策略，从而扬长避短，使企业的营销行为事半功倍，从而达到理想的营销效果。通过本文的研究，可以看出随着社会的多元化发展，以及人们生活的多样化，单一的营销方式已经不能满足当代市场竞争的需要。面对90后消费时代的到来，广泛、统一的营销模式已经不能符合90后追求个性的要求，因此企业需要实施全方位具有针对性、个性化的立体化营销策略。关键词：微博营销整合营销手机营销立体化营销ITitle:MicrobloggingIntegratedMarketingStrategyAnalysisAbstractWiththeemergenceanddevelopmentofmicro-blog,greatimportancehasbeenattachedtomicro-blogmarketingbymanycompaniesduetoitsvariousadvantages.However,thesimplemicro-blogmarketingstrategyisnotadequateforallthecompaniesanditseffectisnotobvious.Therefore,theIntegratedMarketingStrategyofmicro-blogwillbethefocusofmarketingfieldandcompaniesasthetheoryofIntegratedMarketingisgrowingup.ThisthesisfocusesontheIntegratedMarketingStrategiesofmicro-blogandotherMarketingStrategieswithcasestudy.byanalysisingtheadvantageanddisadvantageofothermarketingstrategiesandtheIntegratedMarketingStrategybetweenmicro-blogandotherMarketingStrategies,Thusmakethecompaniesfosterstrengthsandcircumventweaknessesandachievethemultipliereffectinmarketing.Throughtheresearchofthisarticle,weknowthatwiththediversificationofsocialdevelopment,aswellasthediversificationofpeople'slives,asinglemarketingapproachcannolongermeettheneedsofthecontemporarymarketcompetition.Facedwiththearrivaloftheconsumerswhowerebornafterthe1990s,awiderangeofunifiedmarketingmodelhasbeenunabletomeettherequirementsofthepeopleswhosepursuitsareindividuality,socompaniesneedtoimplementafullrangeoftargeted,personalizedthree-dimensionalmarketingstrategy.IIKeywords:MicrobloggingMarketingIntegratedMarketingMobileMarketingThree-dimensionalMarketing目次1引言11.1选题背景.................................................................................................................11.2研究目的和意义.....................................................................................................11.3文献综述.................................................................................................................21.4研究内容和方法.....................................................................................................32微博整合营销概述....................................................................................................42.1微博的概念及特点.................................................................................................42.2微博营销的概念及特点.........................................................................................42.3整合营销传播理论.................................................................................................52.4微博整合营销的现状及发展趋势.........................................................................73微博与传统营销方式的整合营销.................................
