We Media Fan Marketing Strategy Research Based On The Theory Of User Oriented Innovation

The technology of Web 2.0 has brought about enormous changes to the Internet Ecology,under such occasions it gave birth to We Media,including blogs,podcasts,SNS,micro-blog,WeChat and other various types of social networking sites.We media altered the traditional mode of information dissemination;broke the boundaries of the communicator and the audience;and subtly changed the way we receive and transmit information as well.In the era of We Media where everyone makes himself heard and everyone acts as a spokesman,a number of media with excellent content and lots of fans can be widely found,which well meet the public's demand for scattered information because of their high-quality content and distinctive personality.We media works well by taking good advantage of the striking characteristics of technology and the platform.However,comparatively speaking,it didn't really get rid of poor business model,in which traditional media once did.In a way,newly born We media just sells the flow of fans to advertisers.So how to interact with the fans in deeper marketing,and to maximize the value of flow,is an important issue that We Media operators are faced with.In this paper,it selects a successful We media brand Luo Ji Si Wei as the research object.First and foremost,it will find out the origin of consumer innovation theory,and then it will explain some concepts of We media and fans marketing.After that it will review the development process of Luo Ji Si Wei,and gives a more profound introduction to Luo Ji Si Wei,mainly from the two aspects--product and fans.At last,it will deeply analyze the management mode and community maintenance of Luo Ji Si Wei with the help of the theory of consumer innovation,and combine with the successful strategy of Luo Ji Si Wei's fans marketing.Based on all these above,it will make a comprehensive summary on the strategy of fans marketing of We Media.