企业微博营销活动的生命周期和分享模型研究

在信息化的时代背景下,“微博”这一平台已成为各个企业营销的战略要地.在阐述AISAS模型概念的基础上,构建了微博营销活动的生命周期和分享模型,发现微博分享在企业营销活动中产生的重大影响,尤其对微博活动的二次传播至关重要,该模型也显示微博分享价值是受微博转发数、微博评论数、日发微博数、微博累计影响力等因素共同影响的,通过研究企业微博营销中分享的价值,提出了更有针对性的企业微博营销策略.

Study on the Life Cycle and Sharing Model of Enterprise＇s Microblog-based Marketing Activities

Under the background of information age, the platform of microblog had become each enterprise＇ s marketing strategic position. Based on expounding the concept of model AISAS, this paper establishes the life cycle and sharing model of microblog-based marketing activities, finding that the microblog sharing has significant impact on enterprise＇ s marketing activities, especially it is very important for the secondary transmission microblog activities, and also showing that the value of microblog sharing is commonly influenced by some factors such as microblog＇s forwarding number, microblog＇s commenting number, microblog＇ s daily issuing number, and microblog＇ s cumulative impact, etc., and through studying the shared value of enterprise in microblog-based marketing, puts forward some more targeted enterprise＇s microblog-based marketing strategies.