CAJ | 학술논문

微博的兴起，让微博营销迅速成为一种新型的营销方式，被各大食品企业关注和使用。通过预处理调查，分别从四大门户网站与关注食品企业微博的用户进行私信访谈，得到影响微博用户是否相信食品企业微博的因素：食品企业微博真实性、食品企业微博发布者、食品企业微博粉丝和食品企业微博关注度。然后，根据这些因素设计调查问卷，借助相关模型分析方法，归纳得出食品企业微博营销的策略，如：选择目标用户关注度最多的平台、在微博用户经常浏览微博的时间段前发布微博、合理的微博内容设计以及针对三个方面来对微博进行维护等。
미박적흥기，양미박영소신속성위일충신형적영소방식，피각대식품기업관주화사용。통과예처리조사，분별종사대문호망참여관주식품기업미박적용호진행사신방담，득도영향미박용호시부상신식품기업미박적인소：식품기업미박진실성、식품기업미박발포자、식품기업미박분사화식품기업미박관주도。연후，근거저사인소설계조사문권，차조상관모형분석방법，귀납득출식품기업미박영소적책략，여：선택목표용호관주도최다적평태、재미박용호경상류람미박적시간단전발포미박、합리적미박내용설계이급침대삼개방면래대미박진행유호등。
With the rise of microblog,the microblog marketing has quickly become a kind of new network marketing mode,being concerned and applied by several big food enterprises.By the pretreatment survey,the factors that influence the microblog users'trust level are as follows from the aspects of four web portals and personal interview to the users who pay attention to the enterprise microblog:authenticity of food enterprise microblog;food enterprise microblog publishers;food microblog fans;food microblog attention level.Then design the questionnaires based on those factors and with the help of relative model analysis methods,food enterprises microblog marketing strategies like selecting the platforms the microblog users paid the most attention to;releasing microblog prior to users browse period;designing reasonable microblog content and maintaining microblog from the three aspects.