A Research On Marketing Strategies Of Enterprise's Microblog

Nowadays,E-marketing is boosting.Microblog,at the same time,as a public social platform,with its unique spreading advantages in aging,coverage and speed(just like virus),is drawing more and more attentions.Naturally,its economic value has increasing impacts on many enterprises.Companies open their own microblog accounts one after another.They make the most of microblog platform to expand their influence to obtain economic benefits.After a few years running and developing,many enterprises have get some results and achievements after adopting marketing strategies based on microblog platform.However,during this period,some problems emerged gradually.Only few enterprises find ways to solve these problems.Judging from this aspect,we still have a long way to go to make the marketing value of microblog completely achieved.When it comes to a specific case,Durex(a brand of condom)can be a very successful one.It is easily to see many classic microblog marketing miracles are created by Durex in the industry.Therefore,analysis on microblog marketing strategies of Durex can both help people to know its current marketing situation and give suggestion to following development.At the same time,other enterprises can take Durex microblog marketing experience for reference as well.Thus,from the viewpoint of the mass media,adopting media revolution theory and based on Durex SINA marketing cases,this essay is aimed to propose instructional suggestion for enterprises on implementing efficient microblog marketing,which includes summaries of Durex microblog marketing experience,analysis of media advantages of microblog and Durex marketing strategies.Methods include viral marketing theories,precision marketing model and relationship marketing.