An Exploration Of Corporate Microblog Marketing

Recently years, with the fast development of new media, the microblog which rises as a new force, has been playing a much more important role in conveying product information and the way of enterprise marketing. In order to search a reasonable method for enterprise to take microblog marketing, in this article, the author takes an exploration of corporate microblog marketing to analysis the following topics:what’s the microblog marketing on enterprises’ eyes, how to use and make innovation of microblog marketing, and the specific strategies on carrying out the microblog marketing.By other’s faults, wise men correct their own. Meanwhile, the article takes a case study of Taobao.com "Earth Hour" campaign to describe the specific process of enterprise microblog marketing and popularity of Taobao form. And then it concludes three important inspirations. According to the inspirations, the author finds out that the essences of enterprise microblog marketing are the following two points:"what to talk about" and "how to talk about". The two points not only reflect the feasibility of the enterprise microblog marketing, but also the necessity of it. On the other words, combining "what to talk about" which is interested by the users with "how to talk about" is innovative and personalized. In a word, with the analysis of actual case, the author wants to provide suggestions on how to carry on enterprise microblog marketing in China.