关于企业博客营销的思考

摘    要

历史上每一次新的技术变革都引发了大的营销手段革命，比如电话的产生、互联网的发展以及手机的普及，都相应的催生了电话营销、网络营销以及无线营销。在当今的Web2.0时代，诸如网络社区营销、邮件营销、网络广告联盟、电子杂志营销、博客营销等网络营销手段快速成长起来。而一直处于关注焦点的“博客”作为互联网的一种新应用正成为网络营销的利器。博客本身是一个新型的个人互联网出版工具，它提供了一个文字、链接、图片、影音的发布、知识交流的传播平台。博客有着超强的即时性和互动性，极高的可见度、可搜度和可信度，巨大的影响力以及无边界传播等特质，可以为企业创造多方面的营销价值。博客营销强调的是精准定向，互动体验、分享,而不是强行的灌输。
本文首先简单介绍博客以及它的特点，然后引出博客营销，重点阐述博客营销的功能优势和本质，接着讨论国内企业如何开展博客营销以提高企业综合竞争力，最后谈谈博客营销应该注意的问题以及对博客营销未来的展望。

关键词： 博客  博客营销  网络营销
ABSTRACT

The history of each new technological changes have triggered a revolution in the marketing means, such as a telephone, the emergence of the development of the Internet and mobile phone penetration, the corresponding birth of the telephone marketing, network marketing and Wireless marketing.  However, a focus on the "blog" as the Internet is becoming a network application marketing tool in web 2.0 internet. Blog itself is a new type of personal Internet publishing tools, it is each individual has provided a text, links, images, audio and video release, the dissemination of knowledge-sharing platform. Use blog marketing is a similar interactive entertainment marketing, stressed that the precise orientation, interactive experience, sharing, rather than forced indoctrination. Blog has many characteristics such as the immediate , interactive, high visibility, credibility, the enormous influence and without borders, which can create the marketing value for many enterprises.
      This paper briefly talk about blog extremely unique characteristics, and then leads blog marketing, blog marketing focuses on the function of the nature and advantages, and then discussed how to carry out domestic enterprises to improve business blog marketing competitiveness and marketing of the final turn to blog status quo, and a vision for the future.

Key words: Blog   Blog marketing    Network marketing

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