Research On The Advertising Communication Of "Big V" Of Micro-blog

Since closed beta in 2009, Sina microblog has become the biggest self-media platform in China. In recent years, Sina microblog big Vs have become the most concerned account type in microblog who are “thought leaders” in Sina microblog with a large number of fans. With hot pursuit from audience to big Vs, advertisements for microblog big Vs grow vigorously and have strong commercial potentials.Besides general advantages of advertisements in microblog, microblog big Vs advertisement has its unique features and advantages: equal and free advertising concepts; prompt and high frequency advertising time; entertaining and fragmented advertising display; interactive spreading approaches, humorous and new features of advertising language.There are bottlenecks in the development of microblog big Vs advertisements,showing in four aspects: big Vs advertisement itself, microblog users, supervision of microblog advertisements and effect evaluation of microblog advertisements.Based on exposition of its advantages and analysis of its potential problems, the thesis put forward solutions and suggestions for the development of big Vs advertisements,focusing on advertisers, the government and relevant industries and institutions.Advertisers should prudently choose microblog big Vs platforms that can match its brand and should check the contents of big Vs advertisements. Besides, advertisers should innovate patterns of big Vs advertisements, choose proper advertising types and improve evaluation system of advertising effects; government should put laws focused on microblog advertisements into a system; relevant industries and institutions should develop industrial self-regulation and regular quality training of relevant institutions can't be ignored.Content analysis and sampling survey method are main research methods in the thesis.The thesis took big Vs from“Top Ten Popular Microbloggers in 2015” officially elected by Sina microblog as representatives, researching their advertisements and trying to find a general rule that can apply to big Vs advertisements to make a solid theoretical basis for further practice of big Vs advertisements in microblog.