企業(yè)微博的品牌個性研究——以桔子水晶酒店為例.pdf

1、學(xué)位論文獨創(chuàng)性聲明本人鄭重聲明：所提交的學(xué)位論文是本人在導(dǎo)師指導(dǎo)下進行的研究工作和取得的研究成果。本論文中除引文外，所有實驗、數(shù)據(jù)和有關(guān)材料均是真實的。本論文中除引文和致謝的內(nèi)容外，不包含其他人或其它機構(gòu)已經(jīng)發(fā)表或撰寫過的研究成果。其他同志對本研究所做的貢獻均已在論文中作了聲明并表示了謝意。學(xué)位論文作者簽名：緣教日期：陽f；眵學(xué)位論文使用授權(quán)聲明研究生在校攻讀學(xué)位期間論文工作的知識產(chǎn)權(quán)單位屬南京師范大學(xué)。學(xué)校有權(quán)保存本學(xué)位論文的電子和紙

2、質(zhì)文檔，可以借閱或上網(wǎng)公布本學(xué)位論文的部分或全部內(nèi)容，可以采用影印、復(fù)印等手段保存、匯編本學(xué)位論文。學(xué)?？梢韵驀矣嘘P(guān)機關(guān)或機構(gòu)送交論文的電子和紙質(zhì)文檔，允許論文被查閱和借閱。(保密論文在解密后遵守此規(guī)定)保密論文注釋：本學(xué)位論文屬于保密論文，密級：[遜保I密期限為年。學(xué)位論文作者簽名：孫揪指導(dǎo)教師簽名：日期：b／3’69r]期：AbstractAbstract舡theinnovativeapplicationofWeb20，theso

3、cialmediamicroblogisbecominganimportantmarkett001Domesticandforeignenterprisestakeadvantageofmicro—blogtobuildcorporateimage，increasebrandawareness，getmorebusinessprofitsMicro—blogcomesfromtwitterLocalbrandpersonalitythe

4、oryfromabroad”BigFive”Althoughtheyareexotic，theirlocaldevelopmentarecloselylinkedwithChinesemarketenvironmentMicro—bloghasbecometheimportantpartofnetworkmarketingBrandpersonalityinmicroblog，acloselinkbetweenthebusinesses

5、andconsumers，playsanincreasinglysignificantroleincorporatecompetitionWhatisthestatusofthelocalizationbrandpersonalitytheoryintheenterprisemicro—blogHowdowell—knownenterprisemicro—blogestablishanddeveloplong—termeffective

6、brandpersonalityWhatdifficultiesdoenterprisemicroblogfacedbesidesbrandpersonalitymodelHowdosmallandmediumsizedmicroblogimprovetheircommunicationstrategyunderBigFivemodelThesequestionsbecamethestartpointandfootholdofthise

7、ssayBasedonthelocalizationbrandpersonalitytheorythisessaychooses@orangecrystalSinamicroblogasarepresentativecaseofsmallandmedium—sizedenterprisemicro—blogtoanalyze，carriesoutthesuweyoftheuserbrandpreferences，summarytheth

8、reedimensionsofbrandpersonalityaswisdom，humane，joyThroughtextanalysisofthecase，authorinterpretsthemarketingstrategyincludingcontentmarketing，emotionalmarketing，andinteractivemarketingItisobviouslyfindthattheenterprisemic

9、ro—blogbasicallyrespectthe“BigFive”Thereisstillalackofoperationalmode，useractivityprofitmodelFinallycombinegainandlossofsmallenterprisemicro—blogintheoperationandmanagementofthemicro—blogmarketing，inordertogiveoutadvices