Internet Celebrity The Research For Marketing Strategy Of Weibo Production

With the arrival of mobile –internet age, the Chinese market has been experiencing unprecedented value restructuring and consumption upgrading. Thinking and behavior ways of the public have changed dramatically, traditional economy modality and business models have faced unceasing conflicts even subversion as well. It is under this circumstances that the concept of “Internet-” enjoys popular support, likewise, social platforms represented by Weibo and Wechat are seeking strategic readjustments and industrial orientation.On account of expanding entertainment atmosphere, the asset of influence based on content or character has been the new bound symbol and discourse system, driving potential energy for innovation. Compared to social platform and commercial value development of fans abroad, model establishment at home isn’t very mature, while it becomes clearer during constant exchanges and collisions, which could be seen evidently from operation manners taken by Weibo.As the platform contain social contact and media, Weibo owns its huge quantity of flow and unbelievable power of diffusion, just like cell-division from the voice of KOL to marketing of enterprises, rising of stars or celebrity online and grafting of e-commerce gene, it really shows astonishing force in incubation, cultivation along with realization of fan economy.This paper takes Sina Weibo corporation as the research object, make "internet celebrity" as a product, according to the relevant contents of the literature and practice at home and abroad, including the current of Weibo, external environment and business value transformation model, analysis of the above. And through the theory of "STP", "4P &4V marketing", the method such as literature searches to providing the experience or solution to enterprise, and also for Fan economy(We call internet celebrity) in social marketing.