Research On The Micro-blog Users’ Behavior Characteristics

With the development of SNS,which is different from instant messaging and social networking site’s new application form-Micro-blog has been popular used all over the world.Through a variety of ways such as cell phones,computers,instant messaging tools and the website,Micro-blog users can publish a few content,pictures and videos in anytime or anywhere.At the same time,users can also follow all the information with widely attention and forwarding other users.Micro-blog has undergone development since the time appeared a few years time,with the rapid growth of the number of users and the expansion of influence,people think micro-blog sparked a great sense of "micro-revolution." In recent years,the rapid development of the micro-blog application has become an important platform of information dissemination,sharing their personal information;government information publicity and enterprise network marketing are playing an essential role.Micro-blog can spread information and have a strong degree of interaction and adhesion characteristics in anytime and anywhere,these qualities for people’s interpersonal communication,entertainment and access to knowledge,such as learning,has brought tremendous impact on the lives and work,while it also brings new opportunities and challenges for the problem of the development in traditional media and also information-controlled,this has become a new issue in scholars and social medias to be focused on.With the role of micro-blog in the dissemination of information,the impact on the behavior of Internet users is growing,and its impact on the pattern of Internet applications becomes more and more obvious,more and more scholars turn their attention to this emerging platform.How to understand the micro-blog user behavior deeply and thus more fully utilize micro-blog platform,which is an important issue related to government and other regulatory agencies as well as related businesses involved in online marketing of common concern.Through the research of individual characteristics micro-blog users’ behavior This study hopes to offer some help for corporate and government in using micro-blog.Mainly through questionnaires,interviews combined sum of the individual characteristics of micro-blog users,this study explores the use of micro-blog users motivations,as well as to explore the use of micro-blog users specific behavioral characteristics of micro-blog,then to simply understand micro-blog experience during use,in order to help further improve micro-blog operators,expanded micro-blog user groups,to help businesses,government,media and other use of better use of the micro-blog platform promotional purposes.The study found micro-blog users prefer younger users,most of them are students at school,and of higher levels of education;The first login of micro-blog Sina Weibo has the most market share,and many users rely on Tencent QQ followed by Tencent Weibo resources,both micro-blog site occupied most of the market share of China’s micro-blog market;most users recommend using micro-blog is introduced through a friend.Many users prefer to use micro-blog on the mobile terminal;most users will use reasonable arrangement and control micro-blog time;relative to the higher frequencies publish text,user comments and other micro-blog forwarding feature,users also like to post a picture video through a variety of ways to express themselves;older users use other extensions rarely;the aim of major micro-blog users is to obtain information that they needed and social needs.users of different gender,age and social status have different purposes when use Micro-blog;most users said micro-blog is easy to use,easy to use micro-blog obtain information quickly,but the reliability is not guaranteed;most users are sure of the role and influence of micro-blog of its help in relieving stress,increasing happiness and expanding social circle.Through this study,we learned that micro-blog operators and enterprises should base on the characteristics of different user groups to offer certain information and services.Companies can make use of the micro-blog platform for young people for the promotion of product,expansion of marketing channels;government agencies can consider of the characteristics of younger micro-blog users to offer and the different publicity ways and services through the micro-blog platform;companies can focus on the promotion of college students when releasing a new product,when micro-blog operators and media select research targets,they can also choose colleg as the main group of the study;peak time can be used for greater exposure;To evaluate the experience of the products through the micro-blog,they can also use the existing user’s social network to further expand the user base;they should focus on the usability considerations when designing new products,give more consideration to the design and development of mobile clients;enterprise micro-blog can improve the user’s activity recommendations and other services to some users.Enterprises should fully understand the features and effectively cast their advantages of the marketing in order to make the micro-blog become the true sense of a powerful weapon of improving the reform of business operations,to spread the corporation reputation and the brand awareness naturally through the platform of micro-blog,so as to improve their own marketing benefits.