Publishing House Micro-blog Marketing Strategy Research, To The Peoples Literature Publishing House And Beijing Motie Book Co., Ltd As An Example

Microblogging is the network marketing a new marketing tool, many enterprises at home and abroad to weibo marketing experience results indicate that it will become an important platform of enterprise marketing in the future. Weibo marketing is refers to the enterprises, non-profit organizations use weibo this social media to influence the audience, by the rapid spread of information on weibo, interaction, sharing, feedback and implement market research, product promotion, customer relationship management, brand communication, crisis public relations functions such as marketing behavior. Weibo marketing fusion, communication networks and digital media technology, Internet is a new type of network marketing, show more initiative, real-time, interactivity and economical characteristics. Many different construction in China official website slow, earlier aware of the tremendous potential of microblog marketing, positive opening sina and tencent weibo account. For many enterprises, including press, to study how to microblogging marketing, should be how to use weibo function, weibo content affected by issues are how to weibo marketing can achieve purpose, obtaining good results must be thinking of problem.Selection in this paper, through the people’s literature publishing house and beijing motie book Co.Ltd weibo account for the samples, using case study method, content analysis and comparative analysis method, the selection of the people’s literature publishing house and the motie books microblog weibo release profile of a period of time study and analysis, including the portfolio analysis, weibo microblog account interface Settings, microblog marketing degree analysis of three parts, at the same time a book marketing cases in the people’s literature publishing house and the motie books to summarized and unique way of marketing.Through selecting represent meaningful press weibo theory combined with practice research, summarizes the current domestic press weibo operation way and the idea, the promotion of significance to find a marketing strategy, and points out that the two press in microblog marketing reflects the insufficiency, proposed wants to help other domestic publishing houses to avoid problems or improve the corresponding policy recommendations.