The Research On Marketing Value Of Microblogging And Utilization Strategies

In 2006, the new company——Obvious created by Evan Williams who was the founder of blog technology has launched Twitter. There have many American companies make microblog as marketing business platform. The value of microblog have become much more apparent. The Sina Microblog started close beta test on August 14, 2009.And Sina becomes the first door website which provide microblog services. Soon after, each big door website have pushed into microblog service. The microblog has entered the mainstream Internet population. Many domestic companies have attempted to use Sina Microblog for marketing. Microblog have become the hottest topic in the communication and marketing field. For all those reasons, based on the theories of advertising, communication, sociology and economics, this paper analyzes the marketing value that the microblog has, and summarize the marketing strategy and its noticing itemsfrom a business point of view. They may provide some useful information for the microblog marketing.Firstly, this paper makes an analytical study of the basic concepts of microblog, review the former achievements in scientific research, and compare the microblog with those of the Instant Messengers. Then it presents the method of contrastive analysis, the purpose of the study and the reason for choosing the objects of study.Secondly, in this article, I make full use of theories of Communication to analyze the communication characteristic and the communication process of the microblog. From a macro point of view, the means of microblog information dissemination is chopper style. While as viewed from microeconomics, the means of microblog information dissemination is node style. It has the characteristic such as instantaneity, popularity, fragment, convenience and compatibility. These characteristics make it have a huge marketing value. Then, based on the current mainstream, the most popular and most popular microblog product Sina Microblog for example, I specifically analyzes the marketing value of the microblog. And I compare the microblog marketing with the traditional marketing and compare the microblog marketing with the other Internet marketing, deeply analyze the advantages of the microblog in the marketing. Of course, everything in the world has its two sides, microblog marketing also has some disadvantages. Such as information perishable and effects difficult to monitor. Therefore, using microblog marketing should pay attention to avoid risk.Finally, this paper analyzes and summarizes the successful experience and specific means on some companies, like the Yili and Dell. Then give some advice on the microblog marketing strategy:We should draw lessons from Twitter's marketing experience, orient proper position, improve content construction and innovate issuance means, make good use of the event marketing, maintain client relationship and use relationship marketing, and so on.The last part is a summary to the microblog marketing of the companies. I believe they will provide references and lessons to the microblog marketing of the companies.