毕业论文----“微博”的营销价值与商业模式分析

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1、 “微博”的营销价值与商业模式分析 I 摘 要 随着 3G（通俗地说就是指第三代： THE THIRD CENERATION）手机投入市场，一种新的网络应用的产品形式 “ 微博 ” 也就应运而生了。目前 “ 微博 ” 成为了网络时代的新名词， “ 微博 ” 的实用价值也越来越快速有效地显现出来。 “微博”既可以作为一种新的网络互动产品，加强了人们在网络中的交流力度，也可以作为一种全新的、快速有效的、影响力强大的新媒体来报道时事热点。 正是在这样一个网络市场的大背景下，本 文 结合在北京搜狐新 媒体信息技术有限公司的实习经验对微博的营销价值 与 商业模式进行了一系列的分析。 对于“微博”这项新生

2、的网络产品， 对其 系统全面的了解也利于个人以及企业对“微博”进行更好的使用。而探索“微博”在企业营销过程中的价值也对企业开展网络营销具有积极的意义和实用价值。本文在“微博”的营销价值及商业模式方面进行了一系列的研究，包括对“微博” 盈利点的分析、个人“微博”及企业“微博”的商业价值研究，因此，本人 认为 ， 目前国内的“微博”产品虽然“无盈利” ， 但是企业加快产品创新速度，提高产品盈利，而“微博”虽然在时代潮流中扮演了举足 轻重的地位，但无论是企业或是个人，都要合理正确的维护“微博”，树立良好的集体或个人形象。 关键字 : 微博 ； 网络营销 ； 商业模式 II Abstract With

3、 3G (Third Generation laymans terms means: THE THIRD CENERATION) mobile phone into the market, a new form of network applications products micro-blog, also came into being. Current micro-blog Age of the Internet as a new term, micro-blog the practical value of more and more quickly and effectively r

4、evealed. Micro-blog either as a new network of interactive products to enhance peoples communication efforts in the network can also be used as a new, fast and effective, the impact of powerful new media for reporting current hot spots. It is in such a network context of the market, I combined with

5、new media in Beijing Sohu Information Technology Co., Ltd. Bo internship experience in the marketing value of micro business model in a series of analysis. For the micro-blog This new network products to its comprehensive understanding of a system is also conducive to personal and business-to micro-

6、blog to better use. And explore the micro-blog in the course of the value of marketing enterprises to develop Internet marketing also has a positive meaning and practical value. Based on the micro-blog model of marketing and business aspects of the value of a series of studies, including the micro-b

7、log profit point of analysis, individual micro-blog and corporate micro-blog, the commercial value of research, therefore, I that the current domestic micro-blog products, though no profit enterprises to accelerate product innovation and speed, however, improve product profitability, and micro-blog Although the trend of the times played a pivotal position, but whether it is business or personal, are the right to reasonable maintenance micro-blog, and establish a good image of the collective or individual. Keywords: micro-blog； network marketing； Business Model