The Research Of Micro-blogging Marketing Platform Based On The Two-sided Market Theory

Micro-blogging marketing, in short, is a general term that enterprises release the latestinformation on business or products, build brand interface and have real-time interaction withconsumers and so on through micro-blogging. It can not only help enterprises gain economicprofits, but also help solve public relation problems and strengthen emotional connection withcustomers in time through the platform. With the rapid increase of domestic micro-bloggingusers and enterprises, space for development of micro-blogging market has becomeincreasingly prominent. Micro-blogging service offered by micro-blogging service providerhas become a new kind of social media platform, an important link between enterprise andpublic, having typical characteristics of bilateral market. On the one hand, there are more thantwo kinds of users, mainly individual users and enterprises users, and there can be realexchange between these two users. On the other hand, bilateral market for micro-bloggingmarketing platform has features of cross-network externalities and multi-platform access.Meanwhile, micro-blog platform pricing model is mainly affected by platform developcycle and other factors, for example, the price elasticity of bilateral users, cross-networkexternalities, Marginal cost when growing up. It has to take consideration of the real state andinfluence of each factor in different stage to make a reasonable pricing model. and in the timeof information explosion and content homogeneity, the competition between each main part ofplatform is becoming more intense, only the comprehensive implement of differencecompetition can obtain sustainable development power.Through the analysis of user scale,pricing model, and competition ways of sina micro-blog. The result is that: the platform is indifficulties like weakness of user awareness, lag of pricing model, insufficient of competitionways and so on. Thus, in order to optimize and promote the development of micro-blogplatform, we have to carry out the micro-blog user management, implement of differentialpricing and innovation of competition ways.