Study Of Corporate Blog Marketing Communication Strategy

We live in a colorful era of rapid development of information technology, network media after another, while the blog is undoubtedly an eye-catching of the "star." Blog sprout in the early 20th century, the late 90s the United States. In 2001, the United States Professor Dan Gillm of Journalism and Communication at Tsinghua University in his speech for the first time "blog " The introduction of the Chinese people's vision. Since August 2002 "blog" was born, as well as the Chinese word "blog China" has been officially opened, blog has gone through the course of nearly eight years in China. In these eight years, the blog has been fiery into the Chinese society, and has began to affect the mainstream.With the blog using the in-depth, and its role in the field of commercial worldwide attention. In other countries, corporate blog and blog marketing have begun to thrive, and corporate blog marketing communications activities have played a multifaceted role. In China, corporate blog is still in the stage of exploration, and here are too few the enterprises which can use blog for marketing activities. Theoretical studies related are still in the initial stage, and the number of cases be able to learn from the success is very small. Which value will be bring to the enterprises by using blog marketing communications? How could the enterprises using blog marketing communications effectively? Who is such a problem with the start of this research, hoping to attract valuable comments from the industry.The paper is using the literature analytic method and the case analysis method mainly. It explore the value of marketing communications from the blog concept, to start the development process and characteristics of the corporate blog, and focuses on the current situation and problems of Chinese enterprises in the use of blog marketing communication activities. It proposes some multi-level strategy for reference strategy from the actual angle, and makes the prospects for its future development.In general, corporate blog marketing communication in the country can still be considered a novelty. There are many problems to be progressive in practice to find and solve them. The strategy proposed by the paper are very theoretical, which should be tested in the future marketing communications activities of the enterprises.