A Study Based On Characteristics Of Micro-blog About The Running State Of Enterprise Micro-blog

With the multi-media and the Internet deeply integrated, the new media adapt to the development in depth of Internet as the times require. In the era of new media, micro-blog influence and change people’s life and social interaction at the same time, also significantly move the business mode. Micro-blog and other new media’s influence on the enterprise operation is profound and comprehensive. Compared with the traditional business mode and the Internet, especially in conditions of new media running costs relatively cheap and information communication more smooth and quick, thus the enterprise management must pay attention to key areas, as enterprises improving their management system and promoting the enterprises healthy development important way. Micro-blog, as the representative of new media in the field of Internet, are attracting more and more enterprises registered in it, for testing the waters by official micro-blog marketing, business promotion, customer relationship maintenance and other activities. Enterprise micro-blog running status and the correlation of enterprise management is more and more big, the enterprise micro-blog running conditions affects business results directly. Therefore, this study based on the characteristics and operation properties of micro-blog, combined with the specific case of the @ L’Oreal Paris from microscopic perspective to study enterprise micro-blog running state.On the basis of the relevant overview and review of the theoretical concepts related to domestic and international research, this study through in-depth features and operating characteristics analysis attribute @ L’Oreal Paris, the use of the number of fans, forwarding number, number of comments, micro-blog quantities, frequency of publication, Published, publish content, index sample micro-blog propagation characteristics and other aspects of in-depth reveal its operation. The results show that runs micro-blog @ L’Oreal Paris has achieved positive results in terms of breadth, depth, validity, continuing degree, operating results in the identification of degrees, associate degrees, the degree of interaction, the level was not significant degree. In breadth, @ L’Oreal Paris micro-blog publish rich content, user audience accurate positioning; in depth, users frequently interact with the fans, and attractive to users; validity, the radiating ability to lead the trend evident; continuous degrees, the micro-blog frequently, the topic guide long duration; in recognizable terms, topic classification complex disorder, the difference was not significant; in terms of correlation with the industry, other micro-blog own group, the beautiful star Aspect correlation spokesperson micro-blog enough correlation was not significant; interactive degrees, the fan user stickiness inadequate, two-way interaction insufficient and fans of users; in the hierarchy of the side, covering the contents of most of the enterprise micro-blog marketing, branding, customer relationships, whereas the industry, business trends, corporate strategic management, business management and other aspects of information involves much, comprehensiveness is not significant. Therefore, this study suggests that improve enterprise micro-blog operating results, should be taken to the following aspects: enterprise micro-blog platform to improve the strategic position in business management from the tool to the strategic shift; improve enterprise micro-blog platform publishing content normative From disorder transition to norms; improve enterprise micro-blog platform aspect concerns the relevance, from loose change to China Unicom; improve enterprise micro-blog platform’s enduring appeal to users, from thin to thick change.