Blog: A Rising New Position Of Marketing Communication

In recent years, the unusually fierce competition in the field of media, blog abnormal rising rapidly. Not only presented a huge challenge to the traditional mass media, but also quickly overtook other forms of internet communication, such as news website, E-mail, BBS, QQ. Now, blog has become an important means of access to news and information, and become one of the most important tools for achieving immediate interaction.Blog is a new fashion of communication born in the era of networks. Blogger can update his blog timely, by publishing his articles and pictures or offer links to some correlate resources. So, visitors can find it at any moment, then left word after the articles to express their own opinions. Besides, they may discuss with others about some questions in the blogsphere. Comparing with the traditional mass media is concerned, this is a brand new interactive communication, it is no longer a collectivize, centricity, top-down, one-way communication, rather some"roots"of the internet. So that the communication return to a state of personalized and lateral interaction.Based on the series of inherent advantages, the number of the blogger is growing up more and more in the world wide, which lead another phenomenon that increasing number of businessmen and scholars pay attention to it. Moreover, as the technology innovation and its application popularization, influence of the blog has already broken through the virtual world, go to people's real life. This breakthrough makes the commercial value of the blog visible. As a distinctive feature of the new media, blog has become an important new position for competition between corporations.Meanwhile, in the United States the research and application of blog is no longer confined to the field of news, greatly extends to the education, library science, marketing communication, advertising, public relation, B2B and many other aspects. At the national level, because of their late start, there is still a gap between China and abroad, though the pace of blog's development. Taking the current study, mostly focused on instructing its characteristics and the great significance of using it in the news'realm. Except those similar unbending viewpoints flood in the internet, there is hardly any one studying systematically about its commercial value.This paper attempts to analyze the effect of blog in the commercial realm, using theories of communication, psychology, marketing, and analyze blog's concrete applications in advertising and public relation, including some principles, methods, techniques, and related issues.