The Microblog Marketing Strategy Of-Household Appliance Enterprise

As the network environment is steadily improved,shopping online has been becoming more and more prevalent.Many consumers are getting their news from Internet sources so that traditional marketing strategies can no longer draw most consumers' attention.Household appliance enterprises are outstanding enterprises among all national enterprises.Traditional marketing strategy has long been applied as the main strategy of Household appliance enterprises.As people born after 1980s' have eventually become the main body of consumers,the influence of traditional marketing strategy is declining.To attract young consumers,more and more household appliance enterprises choose to carry out marketing activities on the Internet.Social media like microblog and WeChat have huge user groups.By applying for a merchant account on platform,many household appliance enterprises choose social media to release enterprise information,to communicate with netizens and to set up the business enterprise image.This thesis consists of three sections,roughly 40000 words.In the first section,it introduces the definition and characteristics of microblog and enterprise microblog.It also analyses the theories and properties of enterprise microblog marketing.In the second section,it contains three aspects.Firstly,it analyses the current situation and the competitive environment of household appliance industry by using PEST model.Secondly,based on the evaluation criterion of microblog interaction rates,it reviews the current situation,existing problems and consideration of household appliance microblog marketing.Thirdly,by taking Haier microblog as a typical case,it analyses the strategy of microblog marketing.In the third section,it puts forward some suggestions on microblog marketing strategy of household appliance enterprises.The analysis is made from four aspects:Platform,Relationship,Action and Crisis by using the PRAC analysis.