Research On Enterprise Brand Marketing Based On Microblog

With the continuous development of Internet technology, a variety of Internetapplications have emerged as a sign of the Internet in different stages of development.After the forum, IM, blog, SNS and other network applications, microblog becomesthe new favorite Internet application, which attracts the attention of most Internet usersaround the world. After less than five years of development, although microblog is stillin the formative years, with Sina, Tencent, Netease and other major portal sites usingits powerful platform to promote the development of microblog, there are more than100million microblog users in China. Based on the unique characteristics and theincreasingly large user numbers, government, enterprises and institutions have all beeninterested in the microblog marketing.In this paper, enterprise users are the research object. Based on brand marketingtheory, viral marketing theory, interactive marketing theory and integrated marketingtheory, the paper presents basic situation of the enterprises brand marketing onmicroblog, then give some advice to solve the problems.Enterprises brand marketing on microblog has four major characteristics,including strong interaction, low cost, powerful word of mouth marketing and weakcontrol ability.In comparison with the enterprise website, enterprise blog, searchengines, online advertising, enterprise microblog marketing has three advantages aslow cost, precision marketing, stereoscopic interaction and crisis prevention. There arealso three disadvantages of enterprise microblog marketing, including massinformation, lack of popularity and the information out of control.Enterprises brand marketing on microblog has three issues, including the disseminationof limited scope, the lack of two-way interaction and a single-way marketing. To solvethese problems, enterprises can use viral marketing strategy, interactive marketingstrategy and integrated marketing strategies to make improvements. Viral marketingstrategy contains Direct@function approach and interpersonal information sharingapproach. Real-time communication and planned activities are interactive marketingstrategies. Integrated marketing strategy includes a variety of online marketingintegration and online and offline Integration.