| 微博对企业营销管理的影响分析 |
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| 引用本文： | 郑亚飞.微博对企业营销管理的影响分析[J].技术与创新管理,2012,33(1):49-52. |
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| 作者姓名： | 郑亚飞 |
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| 作者单位： | 上海理工大学管理学院,上海杨浦,200093 |
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| 摘 要： | 随着“全民”微博时代的到来,各个企业高度关注这一互联网领域的革命性变化.本研究就微博给企业产品营销、品牌宣传、管理沟通带来的重大影响作为切入点,通过营销4S理论和管理沟通理论来阐述微博对当今企业营销管理发展带来的影响和改变,并指出在机遇与风险并存的微博时代下企业应该遵循“微博法则”,让微博真正成为企业便捷高效的沟通工具和营销平台.
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| 关 键 词： | 产品营销 品牌宣传 营销4S理论 管理沟通 |
Impact of Microblogging on Business Marketing Management |
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| ZHENG Ya-fei.Impact of Microblogging on Business Marketing Management[J].Technology and Innovation Management,2012,33(1):49-52. |
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| Authors: | ZHENG Ya-fei |
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| Institution: | ZHENG Ya-fei(School of Management,Shanghai University for Science and Technology,Shanghai 200090,China) |
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| Abstract: | With the advent of the "public microblogging" age,enterprises are highly concerned about the revolution on the Internet.From the point that microblog has a significant impact on the enterprise product marketing,brand propaganda and management communication,and by using 4S marketing theory and management communication theory,this paper describes the influence and change brought about by microblog on the development of enterprise marketing management,and points out how companies should respond in the age of microblog in which opportunities and risks coexist. |
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| Keywords: | product marketing brand propaganda 4S marketing theory management communication |
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