Online Advertising Research Based On SINA Micro-blogging Platform

With the rapid development of the Internet, resulting the interactive media tools frommoreand more. People used to live in the two repulsion and thesame world:online and offline.In recentyears, micro-blogging the newInternet product became the object of everyone’s focus. Due to theease of itscommunications and the specialty of platform, It provides a new direction and platform forthe accurate hosted advertising and personalized marketing. This article analysises and discusesthe micro-blog advertising on the application and development prospects, based on the platformproperties and the network advertising characteristics of SINA micro-blog. This article makes anin-depth analysis for the values and forms of Webadvertising about the SINA micro-bloggingplatform.Mainly from advertisers, advertising audiences and advertising media the three aspects,we analysis the value of its existence.In the meaning time, we analysis of superiority and inferioritybetween the existing and the developping forms of advertising.We make a50samples in the surveyon the advertising audience, mainly for the user adhesive.In this survey, we anysis the SINAmicro-blog’s user adhesive from the user’s inertia difference among SINA micro-blog, renrenwang,kaixinwang these three interactive platform.Author for SINA micro-blogging platform is currentlynot conducive to the development of Internet advertising analysis to the factors of, for example:spread of content regulation, zombie powder, high viscosity of less and less quality informationcontent, the user is gradually reduced and made some improvements with the corresponding way.Weanalysis to the factors of currently not conducive to the internet advertising development, such as,the difficulty of content regulation, spread of zombie fans, less quality information and graduallyreduce of user adhesive.Based on the analysis, we make appropriate improvementsrecommendations.At present, the study of the micro-blog advertising is inadequate. But the industry ofmicroblogging is experiencing the fastest development, associated with this new developmentprocess, new problems appear.Advertising on micro-blogging platform is also in the testingphase.Therefore, to learn more about appropriaty for the development of advertising and the way todevelop on this platform, become crucial and urgent, This is exactly what this article attempts toresearch.This article contains five modules.Chapter I mainly introduces on the research background,significance and methods. Chapter II addresses the definition, origin, dissemination characteristics ofmicro-blogging and its anddevelopment situation, laid the theories foundation for the followingcomprehensive analysis. Chapter III analyses the definition, origin, status quo and characteristics ofonline advertising, provides some reference space for the advertising based on a special platform inthe followingThe forth is the core and focus of this paper,primarily on the basis of Sina micro-blogadvertising value and form analysis,demonstrades the major problems which the online advertisingof Sina micro-blog is currently facing, and put forwar some suggestions for improvement.The fifthis the conclusion, and points out the shortcomings of this article,which need to be improved andadded in the future research.