Weibo Marketing Analysis-Strategy Research And Prospect Analysis

As a new communication platform, in the domestic set up micro-blog only less than four yearsshowed a rapid development momentum. Collection of social functions and information transmissionfunction as one of the micro-blog has become "the whole people in vocal"," public opinion guidinginstrument" at the same time, also shows the commercial value.Micro-blog marketing as a new form of market marketing, although accompanied by micro-blogdevelopment process only in recent years, but already appeared in abroad has been represented by Dell,micro-blog marketing advanced users, at home also is in grain by, a number of enterprises to create themicro-blog marketing classics the case, which demonstrated the enormous potential has attractedwidespread attention in the industry and academia. Therefore, the research direction of this dissertation isthat, by combining theory and examples of the way, to better understand what is the micro-blog marketing,how the enterprise to carry out the micro-blog marketing, as well as a micro-blog marketing developmentdirection in the future.This paper first introduces the micro-blog from was born in2006in Twitter, now home to the twolargest micro-blog platform--Sina micro-blog and Tencent micro-blog development course. On theanalysis of the micro-blog meaning, communication mechanism, elements and function, which leads to themicro-blog propagation characteristics. Current, micro-blog at home and abroad have enjoyed a greatinfluence and the degree of concern, this paper cites the micro-blog pledges and the passion of Fu YugangJocie Guo micro-blog flaunt wealth two in recent years the heat generated by the micro-blog topic, from theside to show the powerful influence of micro-blog.Subsequently, this article brings forward marketing, common form and its characteristics. From thecontent update, advertising, marketing, customer service platform implantation activities, marketing thefive micro-blog marketing form of analysis, and spread quickly, extensive sex, interactive sex, the precisionof the four features described, hope can generally summarize the micro-blog marketing of this newmarketing mode profile.Then, the article analyzes the micro-blog interactive marketing strategies, emotional marketing strategy, marketing strategy, marketing strategy and other kinds of Bowen micro-blog marketing strategy,and the combination of all two enterprises, in case of successful marketing, marketing strategy to boostenterprise vivid interpretation of the role of propaganda.Finally, this paper presents the concept of future micro-blog marketing development prospect,difficulties and strategies. China’s micro-blog current user centered in the high level, low age and strongpublic opinion guide to force the crowd. These users will be the main force in the development of futuremicro-blog, to enhance the user quantity, perfect content system plays an active role in. At the same time,because the small and medium-sized enterprise in recent years by the policy, economic support,development is rapid, be badly in need of micro-blog this low threshold, high transmission rate marketingplatform for propaganda, it has also become a micro-blog marketing the basis for future development.Although the micro-blog marketing development is rapid, but also existing user media literacy, networktechnique is not perfect and the lack of professionals and other problems. Micro-blog open sharing platform,not only provide valuable information to provide the communication channel, also let some falseinformation fast influence society is malicious, adverse effects, also on the micro-blog Marketing Authorityto threat. The relative lag of development of network technology, can not meet the marketing information,attraction degree requirements. Non professional personnel planning operation also will reduce the workefficiency, so that enterprises waste capital. All these will cause micro-blog marketing developmentsuffocate. Therefore, this article summarizes some of the strategies to solve the dilemma. The government,operators and users need to multilateral cooperation, rise to superintend the micro-blog informationfunction. Exploration on perfecting micro-blog in search engine optimization, database micro-blogmarketing network technology, can help enterprises understand the target user, achieve precise marketing.At the same time, pay attention to absorb and train micro-blog marketing talent, formed a professionalmarketing team, but also the development of micro-blog marketing essential content.