企业博客营销及其策略分析

企业博客营销及其策略分析

目录

引言 (1)

1导论 (2)

1.1研究目的及意义 (2)

1.2国内外研究综述 (2)

1.2.1国内研究现状 (2)

1.2.2国外研究现状 (3)

2博客营销的相关理论 (5)

2.1博客的定义 (5)

2.2博客推广 (5)

2.2.1定义 (5)

2.2.2博客推广的方法 (5)

2.3博客营销 (6)

2.3.1 博客营销的定义 (6)

2.3.2博客营销的特点 (6)

2.4博客营销相对于其他网络营销方式的优势 (7)

3企业博客营销策略分析 (9)

3.1企业博客营销策略 (9)

3.1.1制定博客营销计划 (9)

3.1.2博客内容的确定 (10)

3.1.3博客信息的传播 (10)

3.1.4用户参与体验 (11)

3.1.5企业博客的管理 (12)

3.1.6网络营销手段的整合 (13)

3.1.7博客营销效果评估体系 (13)

3.2博客营销案例分析 (13)

4我国企业博客营销发展过程中存在的问题 (15)

4.1我国企业博客营销发展现状 (15)

4.1.1 博客用户数量不断增长 (15)

4.1.2 企业积极尝试博客营销 (15)

4.1.3 企业博客营销价值显现 (16)

4.2我国企业博客营销发展存在的问题 (16)

4.2.1缺乏质量过硬的产品和服务的问题 (17)

4.2.2流于形式，缺乏实质内容的问题 (17)

4.2.3受众局限性的问题 (17)

4.2.4法律监管薄弱的问题 (18)

5对我国企业实施博客营销的建议 (19)

5.1改变观念，重视博客营销 (19)

5.2加强网络信息监管 (19)

5.3改善博客营销环境，制定企业博客规则 (19)

5.4对企业博客进行有效管理 (20)

5.5积极应对博客危机 (20)

结束语 (22)

致谢 (23)

参考文献 (24)

摘要

近年来，博客作为一种新兴的交流与分享平台，已经超过网页、邮件、论坛等媒介，成为人们日常生活中重要的信息来源之一。

随着全球博客用户数量的迅速增加，博客的优点已逐渐展现出来。最初，只是个人通过博客以网上日志的形式与他人分享个人观点，只是粉丝在博客上谈论他们喜爱的球队或音乐，但现在，博客的应用已涉及到了商业领域——商人也开始利用博客来扩大公司的影响力了。可以说，博客已经从一种边缘现象发展成为整个社会都接受的事物。

博客优点众多，包括用户群广泛，讨论话题多样，操作简单，成本较低，并可实现博主与访客之间的直接交流沟通。博客的这些优点，使企业可以通过博客更精准的向目标客户推广产品，与消费者直接沟通，并在较大程度上影响消费者的购买意向。

博客营销是一种重要且有效的推广方式。博客营销高度重视长期客户关系的建立。博客使客户与企业的沟通变得更方便易行，从而可实现企业维持老客户，吸引新客户的目的。通过博客营销，企业还可提高产品知名度，并可快速应对危机。而且，博客营销的成本较低。总而言之，博客营销对于企业将来的发展起着至关重要的作用。

本文介绍了博客营销的相关理论知识，分析了开展博客营销的方法，对企业如何开展博客营销提出了指导建议，以期对今后企业开展博客营销提供参考。

关键词：博客博客营销策略

Abstract

In recent years，blogs，the newly emerging communication and sharing platform，have surpassed other mediums like web pages，emails，BBS，etc．and have become very popular information source in people’s daily life．

With the number of bloggers soaring around the globe and the advantages of blogs showing up，blogging seems to be evolving from individuals sharing their thoughts with the world via online diaries，through fans talking about their favorite sports teams or music，right up to serious business minds discussing industry futures．We could say that blog has already developed from a fringe phenomenon into something more widely adopted in society as a whole．

Blogs boast a great number of users，diverse topics，easy operation，lower cost and direct communication between bloggers and visitors．Having these advantages，blog marketing makes it feasible for companies to promote their products to more targeted customers，communicate directly with them，and influence their purchase decision making to a great extent．

Blog marketing，as one kind of direct marketing and an important promotion approach，attaches great importance to the establishment of long—term customer relationship．By making it possible and quite convenient for customers to communicate directly with marketers through the blog channel，companies are capable of maintaining old customers and meanwhile winning new customers，improving brand awareness，making quick response when dealing with crises，etc．What is more fascinating is that companies could do all these things at lower cost．All in all，blog and blog marketing is of significant importance to the further development of companies．

Although there have already been many successful cases in terms of blog marketing among foreign companies，for example，the case of Nike’s Art of Speed，of Audio’s Art ofthe Heist，of Stormhoek wine，etc．few could be noted in China till now．

This is first gives an introduction of blog and blog marketing．Finally the thesis tries to give some suggestions to Chinese enterprises on how to take advantage of blog marketing.

Key words: blog blog-marketing strategy