Research On The Audience Of Marketing Beaased On The Platform Of Microblog

The emergence of microblog leads Web3.0era which with all media, its explosive spread has changed the traditional forms of information dissemination to be achieved rapidly. Microblog provides more and more users with high-quality experience with the features of low-threshold, convenience, equality, interactive and multimedia. Microblog writes a new chapter in the development of corporate marketing as well as changing people’s daily life. The microblog which with fission mode of transmission, the diversity of characteristics and needs of the target audience open a new chapter in the audience marketing.In the Chapter Ⅱ of the paper, based on the study of current situation of microblog and twitter, the paper clears the concept of audience marketing and microblog audience marketing. The microblog audience marketing refers to studying the he users of the microblog group identity, analyzing the needs of the audience, based on the microblog platform’s features and functionality, then carried out. The microblog audience marketing has its own characteristics with the presentation of marketing information, mode of transmission, celebrity, interactive, and regulatory. In the Chapter Ⅲ of the paper, based on the use and meet the audience theory, this paper analyzes the age, gender, region, education level, occupation of the Sina microblog audience, focusing on analyzing of the basic information, personalized labels, interests and the behavior of audience based on audience uses and gratifications theory and the mode of transmission. Based on the above studies, we found that the microblog audience need entertainment to convert the emotional needs; meet the needs of people socializing with the forwarding, review, collection, etc. and even celebrities have to meet the interpersonal relationship maintenance and self-identity needs; then meet the needs of cognition and monitoring of environmental in the way searching news. In the Chapter IV. drawing the strategy of "opinion leaders" which guides to the demand of audience, the participation strategy, the "debris" coverage strategy and "free trial" strategy with the entertainment, social interpersonal, self-identity needs of audience of Sina microblog. In the end, analyze the model of the microblog marketing strategy on the needs of audience, for example, the "opinion leaders" type,"participation" style,"debris" coverage strategy, and "free trial" marketing strategy and with the example of VANCL.There are some problems with audience of marketing which has made some achievements. Because of the early stages of microblog development, enterprises lack of understanding of audience stability and the platform. But just because of these challenges, it provide a huge development space for the audience on the microblog platform marketing. The audience become more sophisticated than before, the improvement of the platform and new marketing models make audience marketing developed better and better.