Organisational Communication Under The Perspective Of Enterprise Official Sina Weibo Research

In this information excess era of Web2.0, when the effect of advertising to sales promotion becomes less, marketers pay more attention to social media. This research paper, focusing on the Sina micro-blog platform for enterprises (B2C companies as an example) and adopting the organizational communication theory by means of in-depth interviews and case study methodology, is to find that the inner information flow is unprecedentedly intertwined with the outer information flow on the Weibo platform. The Enterprise Official Weibo has served as the "Bridge node" for those two information flow. Meanwhile, the boundaries of organizational communication are becoming blurring as every node is communicating outside. Then through questionnaire on the basis of SIPS model, the author wants to identify the way consumers accept and acquire information from the enterprise and the connection between Enterprise Official Weibo and consumers. Ultimately, combining two aspects enables the author to give some constructive and general solutions for a bright and effective future of Enterprise micro blog.