Brand Integration Of Weibo In The Concept Of Word Of Mouth Marketing Analysis

In the first half of2011, the number of micro blog users in China at63.11million rapidgrowth from195million, new micro blog132million are new users, growth rate as high as208.9%, the utilization rate in Internet users from13.8%rising to40.2%. The micro blogusers are increasing significant in China.The micro blog have common use and circle group, individuation, easy use, spontaneousspread five media properties. Just as McLuhan points which predicted that The media isthe message ", the form of media decided the information form and communication way,the micro blog’s media characteristic decided the micro blog marketing in social mediamarketing has its characteristics.The mirco blog users can be divided into general users and special zombies users, thegeneral user refers to the use of reality. Special user "zombie powder" refers to begenerated by system automatically generate and use for business interests, the existence ofthe zombie powder seriously threatened the micro blog ecosystem.The current stage of the micro blog marketing achievements many classic marketing casein the marketing history, but it also has some problems. Such as most micro blog marketingmeans too simple, not fully understand the micro blog platform, not properly use the virusmarketing, not effectively control the message spread in communication.To this, this paper puts forward the brand integrate word-of-mouth marketing idea:implanted brand concept into the word of mouth communication, integrate the brandmarketing and word-of-mouth communication, which based on trust to spread the brandconcept accurately to target market, and at the same time with the careful self value ofbrand of the structured information, avoid word-of-mouth to spread of the wrong ornegative information, in order to communicate the brand concept, product, or the service,build a powerful brand and make the communication more controllable. Micro blog marketing by the ieda of brand integrate word-of-mouth has four advantage:first, micro blog would be a channel to communicate the brand concept and avoid theunplanned and one-time type micro blog marketing, it also require to use rich marketingtools; Second, the micro blog is a open platform, data sharing, make micro blog marketingand enterprise other forms of Internet marketing closely; Third, emphasis onword-of-month is a brand communication way, to avoid the irrelevant or harmful brandinformation become iwom; Fourth, brand spread of information in the process ofcommunication to avoid the negative information.