A Research On Marketing Of Newspaper Weibo

With the advent of Web2.0Age, surviva l and development o f newspaper mediahas faced more and more threats and challenges. Weibo, a successful model o f socia lmedia, has been primarily used in d igitizatio n of newspapers. In current study, we tookSina Weibo as samp le to ana lyze the marketing mode of newspaper Weibo in nowadaysChina. In textual ana lysis and case study, we would like to figure out the mainchallenges to newspaper Weibo and their causes and solutions.First of all, after compared the space openness, user relationship andcommunication mode among cellphone, SNS, blog, IM, we got the conclus ion thatWeibo has three unique characteristics: persona l portal, s trong interactio n andsocia lization. Based on the three characteristics, marketing of Weibo also possesses thecommunication characteristics of personalization, interactivity and socia lization.According to these, we finally figured out three marketing advantages of newspaperWeibo: low cost to create personalized marketing channe l, all-direction interactionbetween readers and the platform and flexibility in crisis management.In addition, according to our textua l analys is, we found three basic methods wh ichare used in current marketing of newspaper Weibo:1) persona lization marketing whichis ma inly used in content and the applicatio n of mobile termina l,2) interactionmarketing which is used in communication between readers and platform and3)relations hip marketing which is used in keeping good relationship between readers andadvertisers. Based the ana lys is and previous researches, we also figured out severalma in cha llenges in marketing of newspaper Weibo such as lack of creativity in content,simplic ity of interaction method and one-way relations hip between the media andreaders and advertisers.Aimed at these challe nges, we table a proposal to advance the effective ness fromthree perspectives: content, interaction and relationship. Marketing of newsp aperWeibo is a hot topic in media industry. Thus, this article is practical and significant forthe developme nt of newspaper Weibo. We hope it can help the newspaper Weibo tobalance between content and brand marketing and further to bring novel experienc e tonewspaper Weibo readers and finally finish the digitization of newspapers.