“拉手网”新浪微博内容分析  

A Content Analysis of Lashou＇s Sina Micro-blog

作　　者：赵洁[1] 林晨[1] 

机构地区：[1]厦门大学新闻传播学院,厦门361005

出　　处：《现代广告》2014年第12期71-78,共8页Modern Advertising

摘　　要：近几年微博成了不少电商的营销“根据地”，团购网站作为电商的后起之秀，自然也要在微博中宣传自己，为自己的网站导入更多的流量。本文运用4C营销理论对“拉手网”的微博内容进行分析，发现拉手网的微博在“满足用户需求”“为用户提供便利”及“降低用户成本”上做得比较好，但是在“与用户沟通”的层面做得不理想，极少在微博中主动@用户，回复用户评论比例也很低。通过这些发现，本文为团购行业的微博内容运营提出了一些建议，这些建议对于同行业的微博内容运营，有一定的借鉴作用。Micro-blog has become an important marketing platform for E-business in the last few years. As an up and coming star of E-business, group purchase websites find it natural to advertise themselves through micro-blogs so as to import more data traffic for their own websites. This paper uses 4Cs Marketing Theory to analyse the content of Lashou＇s Sina Micro-blog and find that Lashou is good at meeting customers＇ needs and wants and supplying convenience for users and lowering users＇ costs as well. But it dosen＇t do well in communicating with its users. Lashou barely @users actively and the proportion of replying the comments from its fans is very low. Based on these findings, this paper gives some suggestions for the micro-blog content operation of the group buying industry, which will be helpful and referenced to the group buying industry.

关 键 词：拉手网 团购网 微博营销 内容分析 

分 类 号：F274[经济管理—企业管理]