浅析微博广告的发展

内容摘要

目前随着计算机互联网的快速发展，以互联网为基础的网络工具也在不断的发展和创新中，而微博的出现就如同当年的QQ聊天工具一样发展迅猛，受到了国内外很多人的欢迎。同时微博的快速发展也使很多企业人士把一些营销目标投向了微博，从而使微博广告成为了众多企业宣传的一种渠道，也就促使了微博广告的快速发展。所以说本文首先对微博进行了简单的阐述，分别阐述了微博具有的特点、传播的特性和微博相对传统媒体的优势三个方面；其次详细分析了微博广告的传播，从微博广告的传播途径，到微博广告的传播策略，以及利用软广告创意植入圈子文化等给予了深入的探讨；最后分析了微博广告在营销方面的应用，通过对目前微博广告的营销发展现状的分析，从而分析了微博广告在营销中的发展趋势，并希望通过本文的研究对微博广告的进一步发展有一定的帮助。

【关键词】微博；广告；营销

Talk about the bo the development of advertising

Abstract

At present, along with the computer the rapid development of Internet, Internet based network tools in the continuous development and innovation, and the micro-blog appeared as the QQ chat tools development is swift and violent, by domestic and foreign many people welcome. At the same time micro-blog ‘s fast development has also made many enterprises to put some marketing to target the micro-blog, thereby allowing the micro-blog has become numerous enterprise publicity advertising a channel, also promoted the rapid development of micro-blog advertising. So firstly the micro-blog has carried on the simple elaboration, separately elaborated the micro-blog has characteristics, propagation characteristics and micro-blog relative to traditional media advantages in three aspects; secondly, a detailed analysis of the micro-blog advertisement communication, from the micro-blog advertising dissemination way, to the micro-blog advertisement communication strategy, as well as the use of soft advertisement implantation circle culture gives in-depth discussion; finally analyzes micro-blog advertising marketing in the application, through to the present micro-blog advertising marketing present situation analysis, thus analyzes the micro-blog advertising in the marketing trend of development, and hope that through this research on micro-blog advertisement further development of some help.

【Key Words】The bo; Advertising；Marketing