Research On The Weibo Marketing Of Private Products

Private products(especially condoms this paper) is closely related to the daily lives of consumers. But due to its special usage and use value, national laws and regulations constraintit transmission platform. For a long time, private product marketing communication is limited in traditional media which its publicity is strong. Along with the rise of weibo, the enterprise gradually pay more attention to private product weibo marketing, weibo become private product marketing appropriate communication platform.According to the communication theory advertising theory marketing theory and the Durex Sina micro-blog case which is a successful case. This paper want to explore the deep relationship micro-blog and private product marketing, at the same time support for other private products in micro-blog marketing lessons.In this paper, first introduces the concept and characteristic of private products, summarizes the present situations of the private product marketing, divided into the traditional marketing and digital media marketing; Secondly combining durex weibo case, from the interaction mechanism of the weibo and consumption patterns and weibo users relationships three aspects demonstrate weibo is suitable for private interactive marketing; From weibo the comprehensive mode of transmission and weibo opinion leaders two aspects to demonstrate weibo is suitable for private products viral marketing; Again, from weibo mobile client is better for private products sales and weibo database is better for private product precision marketing two aspects to demonstrate weibo is suitable for private products marketing.