On The Consumer Communication Characteristics Of Enterprise Micro-blog

Enterprise micro-blog, mainly refers to the enterprise which submits the relevant documents to Sina, Tencent and other portals, in order to establish the officially recognised operation micro-blog. Enterprises attract specific customers, interact with the netizen audiences, access to consumer information feedback timely through micro-blog platform, so they can grasp consumer trends, build brand image in the benign communication, and build up fine loyalties with consumers.At the same time, the enterprise micro-blog’s purpose and intention are clear from the point of consuption culture, It spread communication and semiotic theory into practice perfectly, various provocative words, pictures,video and text with additional network links are used to lead the audience into the the "paradise" of consumption. At this time, the enterprise micro-blog has become a "mobilization" of the consumption society living up to it’s name, and has unique characteristics of the consumer communication.This article attempts to start from the angle of the communication and the consumption culture, regards the consumer commucation characteristics of enterprise micro-blog shown as a breakthrough point, analyzes existing problems and influences to the enterprise micro-blog audience, then recommends good ideas to promote heathy development of the enterprise micro-blog.This paper is primarily divided into six parts. Firstly, outline the history and current situation of consumer communication characteristics of the enterprise micro-blog; secondly, interpret the enterprise micro-blog under consumer society, the two are inextricably linked; the third part analyses the reason of enterprise micro-blog consumer communication characteristics’produce, there are four factors:technical, enterprise own needs, public demands and enterprise micro-blog providing coexistence space for the consumer community; then introduce the performance of enterprise micro-blog consumer communication characteristics; The fifth part mainly shows that enterprise micro-blog consumer communication characteristics have a great influence on enterprises and audiences; finally, reasonable proposals are given for the enterprise micro-blog which slide into consumer propagation characteristics abuses.