Microblogging Opinion Leaders Influence The Formation And Diffusion

The rapid development of the network, people can obtain not only from the Internet including the words, pictures, sound, video, and many other media forms of information, but also can freely express their opinions, instant access to information to respond. Network become people’s words to express the important channel, the network public opinion become social opinion intensively, form public opinion cannot be ignored. Network opinion leaders for the formation of the network public opinion plays an important role. Network public opinion of the specific formation process, opinion leaders play an important intermediary, node function, opinion leaders in the information release, cause discussion, formed the mainstream strong opinions, and for media interpretation and inverse interpretation plays an important role in, opinion leaders launched the attention of the audience to the topic, and guide the network public opinion, and at the same time, wave caused by the interaction of the traditional media reports, and promote the reality to the solution of the problem, promote social democracy.This paper is mainly aimed at micro blog opinion leaders influence the formation and propagation mechanism analysis, combined with communication and marketing theory knowledge, from micro blog opinion leaders influence communication channels and enterprise network marketing strategy combination and then puts forward a kind of low cost, affect a wide range of marketing communication strategy. This paper first in micro blog opinion leaders of the spread and development of the process to carry on the analysis, and in the light of micro blog opinion leaders influence evaluation mode analysis, secondly, select the largest number of audience sina micro blog of L’oreal brand influence analysis of the investigation, mainly from the opinion polymerization fans quantity, opinion forward quantity, comments review quantity and topic differentiation and polymerization four aspects of the influence of opinion leaders discussed, then analysis the micro blog opinion leaders influence the diffusion mechanism, from L’oreal analysis concerned behavior rules, basic characteristics, focus on motivation and needs, and focus on the topic, etc. The trend analysis, finally according to the analysis for enterprise users opinion leaders influence propagation characteristics of the enterprise marketing strategy, and summarizes the full text.