The Study On The Innovation Of Experiential Microblogging Marketing

Chinese enterprises have been vigorously employing microblogging for marketing and suchsocial network and media have exerted immense influence and change on traditional marketingmethod. Enterprises as the key communicators in this process, have faced both opportunity andchallenge in utilizing social media.This paper will tease out the main enterprise microblogging tactics for marketing and definethe concept and propagation characteristics of social media. Then the current running situation ofChinese corporate microblogging will be analyzed and existing problems will be clearly exposed.This paper will thus try to offer an innovative way of a new experiential microblogging way forenterprise marketing based on the problems exposed. The paper proposes that experientialmicroblogging should follow the key principle of interaction, focus on fans experiences andintegrate multiple channels for communication.Combining concrete enterprise microblogging examples and data from research andinterview, the propagation characteristics and operating methods of enterprise microbloggingmarketing will be sorted out. The study has found out innovative experiential enterprisemicroblogging marketing should break micro-marketing through microfilms，search rate ofkeywords, topic marketing and integrate open microblogging platform with the official websiteof the brand to establish dialogues in social media marketing world. Moreover, famous VIPmicro bloggers should also be valued since they can guide the users’ orientation and thusdominate in microblogging media field. The thesis would devote its concluding part to theformulation of communicating strategy for enterprise microblogging marketing. The paperinsists that only by including microblogging operation into the daily management system ofenterprises’ social media can the operating instructions and institutional guarantee be offered forenterprise marketing.