产品类别视角企业微博互动内容策略的差异性研究

摘要

本文基于产品的实用性和享乐性分类视角，按照内容将企业微博互动策略分为社会性和任务导向型两种类型，并以此为依据对企业微博互动策略进行内容分析，探究不同产品类别的企业微博互动策略效果。研究表明，实用性产品和享乐性产品在企业微博互动内容策略及效果上存在差异，以此为企业有效开展微博营销提供理论依据与实践参考。%From the perspective of utilitarian and hedonic classification of enterprise products, this article divides interac-tive strategies of enterprise micro-blogging into social strategy and task-oriented strategy according to blog content.On this ba-sis, it conducts a content analysis to enterprises’micro-blogging interactive strategies, exploring the effects of interactive strate-gies adopted by enterprises of different product category.The results show that the micro-blogging interactive strategies of dif-ferent product category are different in both content and effects of interaction.This finding has practical guiding significance and reference value for enterprises to carry out effective micro-blogging marketing.