题目论网络零售平台的客户忠诚度——以京东平台为例目录第一章绪论....................................................................................................................................11.1研究背景及研究意义.......................................................................................................11.1.1研究背景...............................................................................................................11.2.1研究意义...............................................................................................................11.2研究的步骤和方法...........................................................................................................11.2.1研究步骤...............................................................................................................11.2.2研究方法...............................................................................................................1第二章微博及微博营销的理论概述.............................................................................................22.1微博的理论概述...............................................................................................................22.1.1微博的定义...........................................................................................................22.2微博营销的理论概述.......................................................................................................42.2.1微博营销的定义...................................................................................................42.2.2微博营销的模式...................................................................................................5第三章微博的营销价值分析.........................................................................................................73.1微博营销价值的具体表现...............................................................................................73.1.1品牌传播...............................................................................................................73.1.2促销推广...............................................................................................................73.1.3整合联动...............................................................................................................83.1.4在线客服...............................................................................................................83.1.5危机公关...............................................................................................................83.2微博营销的优势和劣势...................................................................................................93.2.1微博营销的优势...................................................................................................93.2.2微博营销的劣势...................................................................................................9第四章企业利用微博营销的策略...............................................................................................114.1微博营销的内容策略.....................................................................................................114.2微博营销的互动策略.....................................................................................................114.3微博营销的整合策略................
