摘要
2010年以来,微博在互联网上大行其道,成为发展最快的互联网应用。越来越多
的企业和个人用户开始使用微博。微博用户数量爆发式增长背后带来的巨大用户群及蕴
藏着的潜在商机被国内外一些企业逐步认识,随即开始利用微博进行商品促销,新品发
布和品牌推广。在没有硝烟的营销战场上,微博逐渐成了企业的“兵家必争之地”。

本文以咸阳海泉湾温泉酒店为研究对象,首先,对企业微博营销概念、微博营销功
能和微博营销特征进行了阐述,指出微博营销的优势,其与网络营销、传统营销的关系,
系统总结微博的营销相关理论。然后对咸阳海泉湾温泉酒店微博营销环境及网络营销现
状和存在的问题进行分析,提出构建企业微博营销策略体系,从微博营销明确目标、搭
建平台、内容建设、聚集客户与效果评估等五个方面构建统一的企业微博营销策略体系,
并探讨微博营销策略的实施步骤及相关保障措施。之后阐明本文的研究结论:指出咸阳
海泉湾温泉酒店要在竞争日趋激烈的酒店行业中抢占先机,采用微博营销这种新兴营销
方式是可行的;提出制定微博客营销策略首先应对微博进行详细而又全面的了解,并应
从全面和体系化的角度制定微博营销策略。最后展望了微博营销未来的发展前景,强调
企业结合自身切实情况将微博营销纳入整体营销战略是大势所趋。

【关键词】酒店;微博;微博营销
【研究类型】应用研究
Since 2010, micro-blog has become one of the most rapidly developing
Internet application. More and more enterprises and individual users started
using micro-blog. The explosive growth of micro-blog users behind the huge
user base and contains the potential business opportunities by both domestic and
foreign enterprises gradually understand, began using micro-blog for promotion,
new product releases and brand promotion. In the absence of smoke marketing
battlefield, micro-blog has become a hotly contested spot the military
enterprise
In this paper, the Xianyang Ocean Hotspring Hotel is the object of study, first
of all, to the enterprise marketing concept, micro-blog marketing function and
feature undertook elaborating, point out micro-blog marketing advantage, the
network marketing and traditional marketing, relationship, system summary
micro-blog marketing theory. And then on the Xianyang Ocean Hotspring
Hotel's micro-blog marketing environment and network marketing present
situation and the analysis of existing problems, put forward compose to build
enterprise micro-blog system of marketing strategy, marketing goal
establishment from micro-blog, platform and positioning, content construction,
aggregation of target customers and effect evaluation from five aspects such as
building a unified enterprise micro-blog marketing strategy system, and explore
the micro-blog marketing strategy implementation steps and the relevant
guarantee measures. After articulating the research conclusion of the article: out
。。。