Research On The Advertising Value Of Celebrity Micro-Blog

Today the self media represented by micro-blog is becoming more and more popular,which not only have a profound impact on the way of people’ life and communication, but also give birth to a new marketing tool- micro-blog marketing.The so-called micro-blog marketing, refers to use the Micro Blog platform which has a large number of users to achieve product sales, service promotion and brand building.Celebrity micro-blog with its special influence and infection, is becoming the favourite of the micro-blog marketing.More and more advertisers,including enterprises, institutions and individuals will look to this new marketing area.This article takes the micro-blog Sina as an example, making some discussion on the celebrity micro-blog advertisement.The first part, starting with the concept of celebrity micro-blog, the celebrity micro-blog is defined, and according to the micro-blog celebrity classification of Sina Hall of fame, this part finished the classification;The second part is the essence of this article.From the micro-blog Sina,advertisers and audience three aspects,this part fully explores the celebrity micro-blog advertising value.Celebrity micro-blog’s advertising value to Sina is mainly reflected in the increase in the value of Sina’s platform.Celebrity micro-blog’s advertising value to advertiser mainly reflected in the effect of advertising.Celebrity micro-blog advertising value is mainly reflected in the audience to meet the audience’s autonomy,emotional needs and social needs.The third part is the strategy which the business should pay attention to when they use Celebrity micro-blog as a marketing tool, at the same time,by analyzing the marketing case of the OPPOR7 Li Yifeng customized version of mobile phone to show the application of these strategies.The fourth part is about the marketing situation of celebrity micro-blog. It mainly analyzes the factors that influence the marketing effect of famous people, the causes of the confusion ofthe marketing market, and the suggestions and countermeasures to promote the healthy development of celebrity micro-blog in micro-blog.