Show simple item record

dc.contributor.author赵洁
dc.contributor.author林晨
dc.contributor.authorZHAO Jie
dc.contributor.authorLIN Chen
dc.date.accessioned2015-03-02T03:02:29Z
dc.date.available2015-03-02T03:02:29Z
dc.date.issued2014-07
dc.identifier.citation现代广告,2014(第12期):71-78zh_CN
dc.identifier.issn1007-2888
dc.identifier.urihttps://dspace.xmu.edu.cn/handle/2288/80598
dc.description.abstract近几年微博成了不少电商的营销“根据地”,团购网站作为电商的后起之秀,自然也要在微博中宣传自己,为自己的网站导入更多的流量。本文运用4C营销理论对“拉手网”的微博内容进行分析,发现拉手网的微博在“满足用户需求”“为用户提供便利”及“降低用户成本”上做得比较好,但是在“与用户沟通”的层面做得不理想,极少在微博中主动@用户,回复用户评论比例也很低。通过这些发现,本文为团购行业的微博内容运营提出了一些建议,这些建议对于同行业的微博内容运营,有一定的借鉴作用。 Micro-blog has become an important marketing platform for E-business in the last few years. As an up and coming star of E-business, group purchase websites find it natural to advertise themselves through micro-blogs so as to import more data traffic for their own websites. This paper uses 4Cs Marketing Theory to analyse the content of Lashou’s Sina Micro-blog and find that Lashou is good at meeting customers’ needs and wants and supplying convenience for users and lowering users' costs as well. But it dosen’t do well in communicating with its users. Lashou barely @users actively and the proportion of replying the comments from its fans is very low. Based on these findings, this paper gives some suggestions for the micro-blog content operation of the group buying industry, which will be helpful and referenced to the group buying industry.zh_CN
dc.language.isozhzh_CN
dc.publisher《现代广告》杂志社zh_CN
dc.subject拉手网zh_CN
dc.subject团购网zh_CN
dc.subject微博营销zh_CN
dc.subject内容分析zh_CN
dc.subjectLashouzh_CN
dc.subjectgroup purchase websitezh_CN
dc.subjectmicro-blog marketingzh_CN
dc.subjectcontent analysiszh_CN
dc.title“拉手网”新浪微博内容分析zh_CN
dc.title.alternativeA Content Analysis of Lashou’s Sina Micro-blogzh_CN
dc.typeArticlezh_CN


Files in this item

Thumbnail

This item appears in the following Collection(s)

Show simple item record