Research On Model And Application Of Iwom Communication Based On Micro-Blogging

The high-speed development of internet communication technology has provided the word-of-mouth new vitality. Especially the emergence of micro-blogging, which is highly real time, interactive and spread rapidly, but easy to handle, is an excellent platform for IWOM(internet word-of-mouth). Here, via combining the IWOM and micro-blogging theories and referring to previous studies on the communication model, we tried to outline the communication model of IWOM on micro-blogging, and analyze it’s advantages and limitations. On the platform of Sina micro-blogging, with the recent successful case, we proposed the strategy for enterprise micro-blogging word-of-mouth communication management.Model is an theoretic and simply expression for the real world, providing a theoretical reference for reality. The model tried to explain the process of communication for IWOM on micro-blogging from the micro and macro levels. As an emerging communication way of social business, IWOM on micro-blogging has its own significant advantages, but also obvious limitations. Based on the case of transmission of the hottest TV shows "The Voice of China" in this summer via IWOM on Sina micro-blogging, this paper proposes the strategy for domestic enterprise micro-blogging word-of-mouth management. First off, the effectively manage the information on micro-Bo, develop the effective information dissemination plan, timely concern public opinions on the brand of micro-blogging, actively guide the positive word-of-mouth, and properly handle negative word-of-mouth. Secondly, the focus on consumer interactive communication, encourage business leaders and employees opening micro-blogging, interact with consumer humanly, and attract forwarding and concerns with the help of hot topic. At the same time, dig out the application role of micro-blogging and encourage consumers to participate interactively. Finally, we should make full use of the role of the key nodes in the model of IWOM on micro-blogging, expand the influence of micro-blogging with the influence of "opinion leaders", and, expand the range of word-of-mouth via "information porter".The innovation of this article is that we applied the communication model study to the study of IWOM(internet word-of-mouth) transmission; from the micro and macro levels, explained the process of communication of IWOM on micro-blogging, and started an exploratory study on the applications for the IWOM on micro-blogging.