The Research On The Limitations Of Enterprise Microblog Marketing

In May of 2007, the fanfou website was established which first provided microblog service in mainland area of China. In August of 2009, sina brought out "sina microblog", and now it has become the microblog product which has the largest number of users in China. As a new kind of propagation form, the propagating velocity of microblog is being a geometric level and higher than any kind of media products before. Appearance of microblog also makes enterprises beginning to think about changes and possibilities which were brought by the new propagation form.In foreign countries, twitter has started to use its rich data, powerful search engine and senior business account to increase income, and specially brought out a new advertising platform that allows advertisers to pay and place advertisements in searching page of twitter. In china, there are some enterprises containing VANCL, dell, nokia and loreal beginning to try the microblog marketing in sina microblog platform, so as to enhance brand influence and expand product well-knownness.At present the research on microblog marketing is still in the initial stage in china, and the priority of research is mainly on the microblog marketing advantage and strategies. This paper will take a reverse throught to discuss the limitations of enterprise microblog marketing bring forward the corresponding solving path. In the researching methods, I want to sum up the actuality and questions of enterprise microblog marketing at present by firsthand material based on the self experience and observation for sina microblog, in order to provide plenty of examples and data supporting for this article.The first chapter is the introduction section. Chinese microblog economic just start, and it is a blue ocean. We can catch this opportunity or not to expand our market is an important challenge for enterprises. At this time, comparing the microblog marketing with other marketing methods, discussing the limitations of enterprise microblog marketing, and bringing forward the way to solve the limitations is not only a theoretical research, but also has the more extensive practical application value.The second chapter is the theoretical overview section of microblog marketing. Microblog is the bond and carrier of audience gathered, is an important form of the social media, and the combination of virus marketing and word-of-mouth marketing. Five W of microblog have their own distinct characteristics. They are disseminator individualized, disseminating content fragmentation, release channel diversification, the audience is also communicators, and the spread of fission effect. Naturally, microblog marketing is one kind of the network marketing, but because of its own characteristics, the traditional 4P,4C theory get the subversion, and some new marketing theories, such as viral marketing, integrated marketing communications, wet marketing theory are more suitable to the microblog marketing of current enterprise. The third chapter is the comparative analysis section of microblog marketing and other marketing methods. Microblog gathers four media product features of phone messages, social networking services, blogs and IM. Compared with photo message marketing, microblog marketing is a pair of many modes, and the traditional SMS message service is one-to-one mode. Compared with social networking services marketing, microblog marketing is a concern dialogue, and social networking services are a friendly dialogue. Compared with the blog marketing, users are in the leading position in microblog marketing process, and the enterprises are in the leading position in the blog marketing. Compared with the IM marketing, the users data of microblog marketing is open completely, and IM marketing is a closed information exchange.The fourth chapter is the limitations analysis section of enterprise microblog marketing. Microblog is a new thing, so the soil of microblog marketing is not mature. And the threshold of microblog is extremely low and releasing quickly determines the enterprise microblog marketing which has certain limitations in current stage. First, information releasing simply and quickly caused the emergence of large redundant information, made enterprise's information submerging in the vast amount of information oceans. Second, because of single marketing methods and lack of enough interesting, the dissemination ability and the spreading area of microblog marketing need to be improved, and the most enterprise microblog marketing is still in the form of stage. Third, in process of microblog marketing, the relationship of enterprises and audiences is in one-way. So the audiences are hard to become the loyal customers of enterprises. If things continue in this way, the audiences will run away constantly. Fourth, from the blog to social networking services, and to microblog platform, enterprise marketing media form is changing constantly, but using fashion of media is not to adjust accordingly. The effect of dissemination is not ideal. Fifth, the effect of microblog marketing is difficult to assess. It is undoubted to improve the risk of enterprises in capital investment returns, causes the trouble of enterprise for the next series of decisions.The fifth chapter is the section of marketing limitations solution path for enterprise microblog. First of all, we should exert the advantage of microblog marketing information, for example, low cost of microblog marketing, high accuracy, timeliness strong and microblog fan loyalty high. Secondly, we should build the model of enterprise microblog marketing, including setting microblog marketing plan, reasonable scientific marketing strategy selection and microblog marketing effect feedback. Finally, in view of the limitations of enterprise microblog marketing, give out the corresponding countermeasures and suggestions. Enterprises can promote the spreading effect by the opinion leader participating. When enterprises use microblog to market, not only to release general information, but also try to be the audience listener communicating with audiences. Enterprises can establish a system of marketing strategy, innovate media utilization ways and marketing influence getting superposition in various media platforms. Enterprises also should monitor the microblog dynamic and feedback the marketing effect in order to providing the scientific basis in future strategic decision.As a new way of marketing, enterprise microblog marketing just also get started in foreign. In china, microblog is in rapid development period. With sina testing in the beginning of August 2009, sohu, netease and tencent have opened microblog services successively; even people's net and phoenix nets also opened the microblog. In this rapid development "microblog age", for enterprises what they find is not only the surface boom, but also the blue sea which can expand. During this period, who can find out the problems and go to avoid and solve, means that they occupy the market firstly.