Operating Strategies Of Corporation Microblogs

In the era of Internet,people are exhibiting a stronger demand of social applications.Among all the social networks,microblog is among the most welcomed ones due to its function as an information sharing and acquiring platform with the social and media features.In September,2017,the monthly active user amount reached 376 million while the daily active user amount was 165 million.The huge user cardinal number as well as the young,well-educated active users not only brought microblog trillions of content archive,but also endowed microblog an important role in corporate marketing plans.Registering on microblog is becoming a necessity for corporations.Nowadays,the corporation official microblog accounts is reaching 1.4 million,covering almost all the industries.Benefiting from microblog's multiple functions,high spreading speed and instant interactions,corporations could achieve their marketing goals such as building closer relationship with consumers,building brand image,promoting new products,providing services,improving reputation,etc.Behind the phenomenon of corporations' actively joining in the group of microblog marketing,a cruel fact must be faced:only a few of corporations could succeed in this area.The majority of corporation microblogs are still struggling in the first stage of microblog marketing.For those which have underestimated the importance of microblog marketing,their corporation accounts are just a tool to exhibit their decisions.But for those which haven't pondered over the philosophy of successful corporation microblog operation,by only copying successful operating models they would be trapped in the misunderstandings of microblog marketing.There are still too few literature about the domestic corporation microblog operating strategies.Most of the existing papers cannot be applied to current cases as the microblog marketing is developing at a high speed.Therefore,this thesis intends to propose feasible operating strategies for corporation microblogs basing on previous researches,to help with the microblog marketing of the corporation microblogs.At the beginning of the thesis,the background and current situation of microblog was introduced,so was the research methods and limitations.Afterwards,the microblog marketing features were summarized under the guidance of foreign and domestic researches.Microblog marketing is instant,convenient,interactive,polymeric and fragmented.It exhibits several strengths in promotion,communication,public relation and low cost.At the same time,it has the weaknesses of difficulties in controlling and getting investment paybacks,information redundancy,information obsolescence,etc.Researches on corporation microblogs involves multiple dimensions.In the perspective of marketing,there are relationship marketing,precision marketing,integrated marketing,complex network theory,word-of-mouth marketing,viral marketing,etc.These theories are guidance of the operating strategies in the thesis.As for the propagation model,microblog marketing evolves from the traditional AIDMA to AISAS to IEIFAS model.This thesis proposed six main operating strategies.First,corporation should decide their brand,product and microblog operating style considering consumers' preferences.Under the premise of self-positioning,corporation should precisely position the targeting consumers.To ensure the stable operation of microblogs,corporations should rely on professional microblog operating team and improve their ability by trains from time to time.Second,corporations should comply with the tendency of content marketing,try their best to provide high-quality content to followers continually to conciliate them and make them share the content proactively.Corporations could organize big marketing events or take advantage from hot spots.Third,corporations should attach great importance to the interaction with followers,build their own follower community and try to involve them into the manufacturing process.Taking their own situation into account,corporations could choose to personify their microblogs or forge their brands into IP.During this process,corporations should avoid the "follower amount first" trap.Fourth,corporation should apply the integrated marketing strategy.By unifying the external and internal,online and offline resources as well as cooperating with other brands,corporations could achieve high exposure of the marketing events.Fifth,corporations should pay attention to the public opinions and flexibly use the microblog platform to confront with crisis management.Last but not least,corporations should also learn about advertisement tools to reach the consumers more precisely.In the last part,the application and applicable types of corporation of the strategies are analyzed respectively.