The Research Of Electricity Companies Microblog Advertising Communication Strategy

In August 2009,Sina microblogging was officially launched.Microblogging's characteristics attracts registered users such as convenient,simple,fast,interactive and so on.The rapid development of microblogging for the major commercial enterprises bring to promote the spread of new information dissemination channels.Electric business enterprises after the embryonic development stage of 1998,after 2003,with the rise of Dangdang,Alibaba,Excellence electricity providers,China's e-commerce has also embarked on the road of prosperity and development,and microblogging.There is no doubt that the major commercial enterprises to provide a new platform for advertising.Based on the theories of communication and network marketing,this paper explores the microblogging advertising communication strategy of the four companies,Taobao,Jingdong,Vipshop,Dangdang,the paper is combine the relevant research at home and abroad through literature research Combing,using the content analysis and case analysis method to carry on the qualitative and quantitative research on the communication strategy of the microblogging advertisement of the four electrician business enterprises,and use the spss software to carry on the statistics and analysis of the related data.On the basis of theoretical research and empirical research,it is found that there are some problems for example homogeneous communication content,single mode of communication,brand power and advertising recognition,is out of proportion and the monitoring of advertising effect is not timely in the process of communication,And the paper deeply studies on causes of these problems.On the basis of this research,I think that these issues should be from the innovative advertising communication content,integration of advertising and communication methods to strengthen the enterprise brand driving force,timely monitoring of the effectiveness advertising and the aim is to prompt in micro-business microblogging advertising communication strategy,In order to achieve better communication effect.