A Study Of Microblog Marketing In Heilongjiang People’s Broadcasting

Microblog is an Internet product which emerged and became popular rapidlyover the recent years. It integrates the functions of instantly recording, relaying,sharing, and discussing information, and affects our lives in various imaginativeways. With stronger attributes of media by itself, Microblog brings not onlyunprecedented challenges, but new opportunities for the traditional media toforge ahead in the Internet era.Microblog Marketing, along with Microblog, has been on the rise as a brandnew mode of marketing. Compared with the traditional marketing modes,Microblog Marketing enjoys significant advantages of accurate marketing andsufficient interaction. With the rapid development of Microblog, the modes ofMicroblog Marketing are subject to constant expansion and enrichment. In thecontext of diversified social transition and fragmented social transmission, theself-marketing of the traditional media faces bottlenecks. Representative oftraditional media, radio broadcasting highly resembles Microblog in suchfragmented characteristics of transmission as being fast, updated, factual, brief,simple, flexible, and wide-ranging. Thus, radio broadcasting can naturallyemploy Microblog Marketing to remedy its disadvantage in media marketing,with a view to enriching the ways of media marketing.This study takes Microblog Marketing as the research object throughout thethesis, and its major framework is made clear as follows: firstly, the introductionsummarizes and clarifies the research background, objectives, significance, andrelated theories and approaches as well as the overall structure; the study carriesout afterwards a comprehensive analysis of the modes of Microblog Marketing inaspects of the development of Microblog, characteristics of transmission,theories of Microblog Marketing and its application, and its shortages andnegative effects; Next, the study probes to discuss the modes of MicroblogMarketing on the part of the traditional media, and analyzes its background,current situation, problems and reasons. Finally, the study focuses on the analysisof current development and feasibility of Microblog Marketing in HeilongjiangPeople’s Broadcasting, a specific medium, and puts forward a set of related suggestions on the modes of Microblog Marketing.