| Blog grows with a very fast speed in China these years. It is a kind of web form with the strong individuation and interaction. The qualities and the developing functions of blog come from the basic characteristics of the Internet.The content of blog is always full of the personality of the blog writer, so that it's trustworthy and delicate. The blog writer pursues equality and personality actively. The blog modalities keep developing to make the readers feel amiable. From the aspect of the process of the blog communication, the blog that is open and can be shared by anyone is a kind of information interaction of postponed communication. Meanwhile, the blog circles caused by blog interacting technologies developing apparently show some qualities of the sub-mass communication, its effects of opinion leader have much power. The various modalities of the blog enrich its content, which can evidently prove the Herbert Marshall McLean's "media is message" theory. Now blog gently come into the mass shape that has the unique Web 2.0 characters of strong individuation and interaction from the elite shape that has the classic Web 1.0 character of unilateral information issues.These qualities make blog obtains some unique communication function. Its strong individuation and interaction are something like personal website, but blog cost is much lower than personal website, which makes blog is going to be more popular and become the personal web interface. While the personal web being become more and more mature, web personal credit system will come true step by step.The functions that carry out the personal web value make the blog came into a industry rapidly. The benefit relationship between the Blog Service Providers (BSP), the blog readers, the blog writers, the advertisers and the Telecom Service Providers form the blog industry value chain. Especially the formations of the blog circles and the effects of the opinions leader prove the silence spire theory also affect the communication on the Internet. The commercial value comes from the gold attention bring by the high quality mass readers and users and their delicate blog information. The function and channel characters also show a new marketing way to the advertisers. The huge amount sub-mass blog circles show a great market to the enterprises that hope to make some achievements in the field of the public-praise marketing.There are tow highlight marketing points in the blog industry chain, which is blog-running marketing topic that deal the blog as a kind of product or service, and the blog marketing topic that deal the blog as a kind of channel or platform. The principle part of the blog-running marketing should be the BSPs, BSPs make the profit from the ways of publish the blog content, manage and construct the blog circles, provide the WAP increment services and issue the advertisements in the blog channel. In another hand, blog marketing make the use of the value of the blog communication characters and the blog channel, the principle part is the enterprises. To use the blog as the platform could reinforce the enterprise website, enrich the abilities of enterprise public-relationship, and also a very powerful sales way to make pubic-praise marketing. And build a larger enterprise blog circle that is joined by every clerk of the enterprise is good for boosting the centripetal force and enhance the activities of the employees.Looking forward to the future of the blog, as the interface of the people connecting the internet, blog could combine with the various web products, especially with the BBS and the C2C web selling and buying business, they would provide a huge room for the blog development, and the new web technologies that continuously coming forth would supply the developing blog modalities and contents. |
PDF Full Text Request