微博营销的奖励机制  

The Award Mechanism of Microblog Marketing

作　　者：刘洁[1] 张晞[2] 

机构地区：[1]桂林理工大学管理学院,桂林541004 [2]广西师范大学经济管理学院,桂林541004

出　　处：《企业活力》2011年第8期38-40,共3页Enterprise Vitality

基　　金：国家旅游局规划项目"旅游酒店微博营销模式研究"(编号:11TABG014)的阶段性成果

摘　　要：Web2.0时代的消费者是在互动交流中建立起品牌体验,微博已成为企业新营销平台,微博营销的奖励机制是吸引并维持足够数量的粉丝的关键。微博营销奖励机制要注重情感主题、具有一定的挑战性和趣味性,并设置具有品牌特色的奖励。微博营销奖励机制的着力点在于产品造势、品牌使者、借势炒作、雪球推广和统一阵线。Consumers in Web2.0 era establish brand experience in the interaction of communication.The microblog has become a new marketing platform of enterprises and the award mechanism of microblog marketing is the key to attracting and maintaining sufficient number of fans.The award mechanism of microblog marketing must emphasize emotional theme,it must be challenging and interesting,and it must set up a brand characteristics of reward.The emphasis of award mechanism is on manufacturing product trend,angel brand,hyping,snowball promotion and unified front.

关 键 词：微博 营销 奖励机制 

分 类 号：F273.2[经济管理—企业管理]