W葡萄酒企业地处宁夏贺兰山东麓,销量多年在本地保持领先,面对网络经济时代的机遇与

挑战,2012年在新浪网开通官方微博,试水微博营销但效果不佳。本文采用了观察法、文献研究

法和比较分析法,对现有的关于微博营销的相关书籍、论文进行了梳理,厘清了微博营销的概念、

特点、功能和优势,依托整合营销、精准营销、病毒营销和消费者行为理论,阐述了 W企业微

博营销现状,通过与其他葡萄酒企业对比,分析了目前存在的问题,主要表现为目标定位不明确、

缺乏统一营销平台、内容形式缺乏创新、缺乏与粉丝的互动、没有开展监测分析等,探索更符合

企业实际的微博营销策略,提出切实解决问题的有效办法,有助于进一步提升W企业品牌影响

力,丰富人们对葡萄酒微博营销的认识,同时对中小企业幵展微博营销有一定的指导和启示作用。

关键词:微博营销葡萄酒

Abstract

W wine Enterprise is located in Helan Mountain in Ningxia.The sales of W have stayed ahead in

the local for many years.Facing the opportunities and challenges of the Internet economy era,W

registered its official Sina micro-blogging in 2012 to test the water micro-blogging marketing,but there

are a lot of problems. In this paper, I try to use the observation, literature and comparative analysis of

the existing books on micro-blogging marketing, and analyze the papers of this area, to clarify the

concept of micro-blogging marketing, features, functions and benefits, relying on integrated marketing,

precision marketing, viral marketing and consumer behavior theory,elaborate W enterprise

micro-blogging marketing situation. Contrasting with other wine companies,I analyze the existing

problems of W,which are the target location is not clear, the lack of a unified marketing platform,

content in the form of lack of innovation , the lack of interaction with the fans, did not carry out

monitoring and analysis, and explore more in line with actual business micro-blogging marketing

strategy! try to help W put forward an effective way to solve the problem to further enhance the W

brand influence and enrich peopled wine micro-blogging marketing knowledge, while micro-blogging

marketing for SMEs to carry out some guidance and inspiration.

Key words: micro-blogging,marketing,wine