基于精准营销的企业微博营销策略-研究

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1、目录目录第1章绪论..............................................................................................................11.1研究背景.................................................................................................11.2研究内容.............................................................

2、....................................31.3研究意义.................................................................................................41.3.1理论意义.......................................................................................41.3.2实践意义.............................................

3、..........................................41.3研究方法.................................................................................................51.4本文的创新点.........................................................................................6第2章国内外研究综述....................................

4、......................................................72.1精准营销..................................................................................................72.1.1精准营销的涵义...........................................................................72.1.2精准营销的实现工具..............................

5、.....................................92.2微博营销...............................................................................................122.2.1微博营销的涵义和特征.............................................................122.2.2微博营销的策略和方法..........................................................

6、...132.3小结.......................................................................................................15第3章微博营销的现状及问题表现..................................................................173.1微博营销的问题及误区........................................................................173.1.1单向传

7、播，本质与传统营销思想无异......................................173.1.2盲目求“粉”，追求广告到达率，忽视购买转化率..................173.1.3追求短期营业额，忽视口碑与长远发展.................................183.2精准营销在微博平台上的优势...........................................................183.2.1营销的