中药企业官方微博内容发布与传播效果的实证研究 |
投稿时间:2018-06-07 点此下载全文
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引用本文:田媛媛,张丹,余萍,梁钰琪.中药企业官方微博内容发布与传播效果的实证研究[J].中国现代中药,2018,20(9):1161-1164 |
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基金项目:中央高校基本科研业务费专项资金资助(2018-JYBZZ-JS040) |
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中文摘要:目的:分析当前中药企业官方微博内容发布的类型及不同类型微博的传播效果。方法:以10家中药企业2017年1月1日至2017年12月31日在新浪微博平台发布的官方微博内容作为样本进行研究。结果:中药企业发布的官方微博内容可分为五个类型,在传播效果上,转发分享他人微博与活动营销微博和互动营销微博间的传播效果存在显著差异。结论:为中药企业官方微博内容的发布提供建议:提高发博频率,微博内容的发布要把握多样性和时效性,注重原创性,增加趣味性,加强微博内容互动性与利益性。 |
中文关键词:中药企业 官方微博内容 传播效果 实证研究 |
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An Empirical Study on the Official Micro-blog Content Release and Dissemination Effect of Traditional Chinese Medicine Enterprises |
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Abstract:Objective:Analyze the current types of official micro-blog content and the dissemination effect of different micro-blog types of the TCM enterprises.Methods:Using the official micro-blog content of the 10 TCM enterprises from January 1,2017 to December 31,2017 on sina platform as a sample to study.Results:The official micro-blog content released by TCM enterprises can be divided into five types,and on the dissemination effect,there are significant differences in the dissemination effect between the forward and share others’ micro-blog and the activity marketing micro-blog and the interactive marketing micro-blog.Conclusion:To make suggestions for the release of the official micro-blog content of TCM enterprises:increase the frequency of micro-blog release,the release of micro-blog content should grasp the diversity and timeliness,pay attention to originality,increase interest,and strengthen the interactivity and interest of micro-blog content. |
keywords:traditional Chinese medicine enterprise official Micro-blog content dissemination effect empirical study |
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