Research On Micro-blog Marketing Strategy Of Enterprise In The Context Of Mobile Micro-communication

In the context of mobile micro-communication, the internet technology revolution has completely subverted the traditional and classic communication theory. It brings us a new and strange mode and form of communication, which is both an opportunity and a challenge and it’s necessary to analyze and research. In the face of the economic benefit, micro-communication has brought a totally new concept: micro-blog marketing. Communication has new features and requirements in the context of mobile micro-communication, it’s difficult to decide on what path to follow for micro-blog marketing of enterprise. The development of micro-blog endue communication and marketing with endless reverie and vision, but it still exists a lot of problems and is not mature. The realization economic value of micro-blog marketing and its potential is not matching, it still has a huge development space. Based on mobile micro-communication era, I will use literature research, case analysis and one to one interview to careful analyze the change of new communication form, mode and audience’s media contact habits for mobile micro-communication. I will have a correct understanding for opportunities and challenges of micro-blog marketing, and then put forward pertinent micro-blog marketing strategies, in order to achieve extensive precision marketing based on reasonableness and observance of the law.Through the investigation and dialectical thinking, we can find that micro-communication is full of characteristics, such as mobility, interactivity, instantaneity, fragmentation and strong communication. And micro-blog marketing has four characters, including that multi-terminal and unrestricted cross screen transmission, viral communication in large range, point to point and strong viscous interaction, big data and low cost precision marketing. On the basis of the “integrated marketing communication theory”, “long tail theory” and “4C theory”, from the perspective of micro-communication and integration, it follows that micro-blog marketing has a series of problems, such as information flooding and noisy in communication, confused position between transmitter and audience, variation of communication mode, backward technology, single mode of marketing, uncertainty of business model. There are six essential factors behind the problems, including that the malposition and unbalance of communication ecology, the decentralization and blur of micro-communication, the logagnosia and backwardness of law, the pain of big data, the hysteresis and backwardness of marketing concept, the deficiency of new media management. Based on the new problems of micro-blog marketing in the era of micro-communication, we should take targeted measures including governing communication ecology, integrating micro-communication, improving law system, optimizing idea and technology of big data, improving marketing concept and standarding new media management, to improve the status of micro-blog marketing, so as to realize the grand situation of “micro-marketing to big output”.