The Study Of Event Marketing Through Sina Micro-Blog Platform

This paper comprehensively analyzes the brand and enterprise’s event marketing based on Micro-blog platform through abundant case studies. This thesis is composed of five chapters:the first chapter of introduction includes two aspects of the origin and background of the study as well as the literature review and the concept definition. The second chapter sums up the four common event marketing approach utilized by each brand in Micro-blog platform, including hot event center, live tracks, forwarding lottery and hot event follow up. The third chapter introduces event type borrowed in the event marketing by the brand, which is divided into five types of political affair, science, sports events, festivals and stars’events. The fourth chapter analyzed the advantages and disadvantages of the event marketing based on the micro-blog platform. The fifth chapter introduces the specific operation mode of the event marketing on the micro-blog platform.Through the study is this thesis sums up the advantages of the low cost and high efficiency of event marketing on the micro-blog platform. At the same time, there are some disadvantages of attention overdraft and the neglect of mining the value of the brand itself, etc. As for the concrete operations, first, brands and enterprises should pay attentions to three aspects of event type screening, attention degree measurement and target groups matched-degree comparison to choose the most reasonable borrowed event. Secondly, the six steps of group perfection, preparation, seizing opportunity, focusing on emphasis and integration, making good use of thought and arousing the enthusiasm of customers should be linked with each other to maximize the advantages of event marketing.