The Analysis Of Strategies About Sina Weibo Of@new Weekly’s Brand Marketing

In its ten years of development,"New Weekly" has been at the forefront of Chinesejournals. With the arrival of the Internet era and the development of digital reading, thetraditional way of reading, which is paper reading, is under attack."New Weekly" and theentire print media industry are confronted with sever challenges. With the development ofmicroblog, media convergence brings new opportunities to New Weekly.@New Weeklybegan to use microblog for its brand marketing. Therefore, it is of value for both the SinaWeibo of@New Weekly, and official micobolgs for other journals to study the brandmarketing of microblog and its problems in the new media age.This paper consists of four parts. The first part introduces the background and currentsituation of@New Weekly microbolg marketing, which focuses on its operation, content,interactions, presentations, fans features and release time. The second part providessuggestions on@New Weekly microblog marketing strategy, and makes analysis of itssuccess from content marketing, interactive marketing and emotional marketing, and then itmakes an overall evaluation of the "New Weekly" brand marketing. The third sectionelaborates the role of microblog in@New Weekly’s brand marketing, including its integrationwith the parent media and the promotion of New Weekly image. The fourth part presentsissues in@New Weekly’s brand marketing, and provides strategies to perfect the system. Theproblems existing are its lack of depth, decreased activity, too much “show", and the lack oftwo step flow of communication. The solutions are to achieve the attention of key users,which is the priority in the strategy, and then further improve its content innovation, platforminvestment, marketing diversification and user experience etc.