Sina Weibo Marketing Model Research

With the rise of the Internet age, social media forward step by step, followed by the emergence of a chat room, live chat software, QQ, MSN, blog, micro-blog. Microblogging is born in study, work mounting pressure today. In this moment, on the one hand, people are eager to accept new knowledge and have a desire for getting the emotional support of others, but on the other hand, because of the lack of time reasons, they do not want to spend too much time in it. It is the microblogging with just140words that cater to people’s needs. The first microblogging is Twitter from the United States, and its variant quickly spread to China. Due to poor management, low level of political sensitivity reasons, both die, it earlier microblogging platform has whispered, grumble crooked, not rice, etc., With the enthusiasm of Internet users continues to increase, Sina Weibo launched its own brand "Weibo" in2009. The brand just has two years of development, attracted the billions of dollars of users, successfully become the industry’s market leader. However, in the process of these achievements, Sina Weibo paid a huge resource. Although it tried a variety of profitable activities, such as fans headline advertising, third-party access to the game, but the profit was still poor. For this reason, marketing model point is worth studying.Through literature review, the paper’s achievements is followed by constituent elements of the marketing model, the definition and development of the history of microblogging, the results of researches on the marketing model and the acquired theoretical research.Through qualitative research method, based on the life cycle theory of course, we research the development of Weibo, studied the five dimensions Weibo marketing model for Sina Weibo. At the same time, based on the first two studies, the results are followed by this:Weibo promotion is not sustained, the user does not meet the individual needs, and the political sensitivity of such issues is not strong enough.Based on the results of qualitative research, to build some promotional strategies, we should optimize promotion strategy, select the best profit model, and find the right way to avoid the political risk, continuous exercise innovation capability.This article will inevitably be inadequate, ask the teacher and students to give valuable suggestions.