试析省级卫视的微博营销  

An Analysis of Microblog Marketing of Provincial Satellite TV

作　　者：余显仲[1] 李世超[1] 

机构地区：[1]浙江万里学院,浙江宁波315100

出　　处：《浙江万里学院学报》2011年第3期59-62,71,共5页Journal of Zhejiang Wanli University

摘　　要：文章将微博营销理念引入省级卫视的品牌经营过程,从微博及微博营销的特点入手,分析我国省级卫视开展微博营销的必要性和可行性,并分别从省级卫视微博的整体设计、微博互动、与主持人微博联动等三个方面提出我国省级卫视微博营销的具体策略。This article introduces the microblog marketing concept to the brand management of provincial satellite TV,starting by the definition and the characteristics of microblog and microblog marketing.It analyse the necessity and feasibility of microblog marketing,meanwhile,presents the strategies for microblog marketing of provincial satellite TV from the following three respects： the overall design of provincial satellite TV microblog,microblog interact,linking with the microblog of TV hosts.

关 键 词：省级卫视 频道经营 品牌经营 微博营销 

分 类 号：G221[文化科学]