Comments Official Microblogging Under The Brand Impact Studies On Brand Marketing

From2010to2014, the brand weibo since the development of the first year of weibohave five years of growth, also from the initial exploratory stage, gradually formed its ownscale and characteristics, so for the mobile Internet of today, age of fingertips, interactivemarketing is particularly important. Brand weibo marketing is an important battlefield, theenterprise brand marketing of the brand weibo for comments, in its brand weibo marketingalso has the vital role. To the brand marketing also has disadvantages and the influence of twoaspects. For brand weibo comments, in-depth analysis of the current situation of summarizesthe characteristics of weibo comments and on this basis to explore, weibo microbloggingonline comments on brand marketing value of the following several aspects. Marketingconcept, marketing process, marketing as a result, these are the important content of themicroblogging marketing, and in this paper, through case analysis, for example, weibocomments on the impact of these aspects of brand marketing.This article from the weibo comments of content and form to analyze first, will commentweibo content types are classified, which include the use of brand recognition, productawareness, attention to brand hot issues, participate in brand promotion and brand research.And from weibo comments will be divided into love, anger, worry, risk four types. Secondlyto weibo comments the characteristics of this paper is summarized, its prominent, the randomin the comment on comment more about brand products, comment emotional phenomenon isserious. In the comment form diversification, use rich image expression, and weibo commentsresponse speed is very fast, the number of comments have very obvious polarizationphenomenon.For weibo comments, it to today’s enterprise microblogging marketing idea has a lot ofmarketing, weibo comments in straight after the marketing concept is very perfect, and on thebasis of constantly enrich straight after marketing marketing content and form. Contribute tothe better use of the marketing theory. In addition to the influence of the microbloggingmarketing concept for the establishment of the enterprise brand positioning, brand image,brand loyalty, brand awareness, perceived quality, brand association can influence and so on.This article embarks from the millet mobile phone case, the analysis in the process of brandgrowth weibo comment on the role played by. For enterprise crisis research, weibo commentsin play an opinion leader, has important role in public opinion direction. For brand negativeinformation generated by the weibo comments, make key analysis, this paper from the reviewcontent analysis, brand weibo users on the brand and country and their own cognitive, andbelieve in the brand crisis public relations, the right guide weibo comment brand can be savethe day. Weibo comments in quality will affect the brand, sales for the brand, weibocomments will impact from the aspects of word of mouth effect.The role of weibo comments in brand weibo marketing, no doubt, but its there are alsosome problems in the process of development, need weibo audience, enterprises, the nationalthree joint efforts, marketing a good weibo comments environment and atmosphere. Weibo brand users should improve their media literacy, national strategy to establish thecorresponding specification, enterprise in their own brand microblog lead good atmosphere.We work together to make weibo comments between enterprises and users to interact benigncommunication platform.