Research On The Personal Network Fundraising And Dissemination Mechanism Of Sina Weibo Platform

With the continuous development of Internet technology and the popularization of network knowledge,the change of information technology promotes the development of all aspects of society such as social economic,political and cultural.The rise of the personal network fundraising marks our country has entered a new phase of public welfare donation activity,the personal network fundraising is the main expression of public fundraising in the new period.Personal network fundraising on Sina microblog platform gives the individual patient more ability to stand for themselves,establishes the communication between audiences and disseminators.It is open,extensive,targeted and transparent.Microblog as a representative of social media,has played an important role in the process of personal network fundraising.This research takes personal online fundraising on the Sina microblog platform as a case,focuses on the analysis of personal online fundraising elements,mode and transmission reasons,analyses the advantages of personal network fundraising on Sina microblog platform,and offers some solutions according to the current defects in the development of personal online fundraising.The purpose of this research is to establish a long-term mechanism and provide theoretical and practical help.This paper is generally divided into the following parts:the introduction part mainly introduced the background,domestic and foreign research status,significance,contents and methods;The first chapter discusses the relationship between Sina microblog and the personal online fundraising,and shows the effect of personal network fundraising on Sina microblog platform;The second chapter is the main part of the article,which mainly discusses the mechanism of personal online fundraising on Sina microblog platform.According to the concept of mechanism,the mechanism can be divided into two parts.We can build the mode of personal network fundraising from the micro elements,and sum up the reasons that why the personal network fundraising messages could be spread;The third chapter analyzes the interaction of different phase of personal network fundraising by using typical cases as the breakthrough point,which reveals the operation of personal online fundraising communication mechanism;The fourth chapter mainly discusses the advantages of personal online fundraising on Sina microblog platform from the aspects as characteristics of Sina microblog,communication effect and so on;The fifth chapter mainly explores the problems of personal network fundraising on Sina microblog platform,and the sixth chapter provides some solutions to those problems which were mentioned in the fifth chapter.According to the research,we found that problems such as lacking ability of spread messages,imbalance between different disseminators,and etc.need to be solved.And we offered solutions as follow:the disseminators should actively seek for public welfare organizations' help,the mass media and the government should play the dominant role in the process of transmission,the public welfare organizations should promote the development of long-term public projects,and etc.