The Research Of Opinion Leader In Happy Camp’s Microblog Marketing

With the industrialization and marketization of China’s media, Media competition is increasingly fierce, how to set a good brand image media in the public mind, become a influential media brand, become the media competition magic weapon. As a new information dissemination media, microblog is challenging the survival and development of traditional media, As a new marketing platform, microblog has a lot of advantages,such as many potential audience resources, cheap cost, convenient operation, the effective arrival rate.To traditional media,microblog is both a challenge also an opportunity. Now, microblog has become a brand marketing communication tool for traditional media. In the microblog information dissemination, opinion leaders still exist and holds the "voice", opinion leaders in microblog has play an important role in the transmission of brand information.Due to the Happy Camp’s microblog marketing is successful.This paper mainly analysis the brand communication function of opinion leadersin "happy camp" microblogging marketing. Hope that through this study,we can provide ideas and Suggestions to other media brand microblog marketing.Due to sina weibo Show its advantage in microblog marketing, user groups and so on1, so this article research mainly on sina weibo.On the structure, this paper mainly divided into five parts. The first part is introduction, mainly introduces the background of this research, on the microblogging marketing and microblogging opinion leaders of combing and summarizing the research status, and established himself as the research content, points out the purpose and significance of research, and puts forward the research methods.The second part mainly discusses the forming causes of the microblogging opinion leaders and "who" play the opinion leaders roles on happy camp’s microblog marketing;The third part is mainly discuss the characteristics and brand communication function of microblogging opinion leaders in "happy camp";The fourth part mainly studies the "happy camp" microblogging opinion leaders’s impact to brand communication.Through the literature, this study puts forward research hypothesis in the fourth part.In the end, according to the analysis and conclusion are proposed,in addition, points out some problems of the research.