Research On Marketing And Communication Application Of Weibo Internet Celebrities

As an emerging word,"cyber celebrities" have occupied the vision of mass media and the public in recent two years.Web,as of one the most powerful self-media platforms and new medias,is capable of a strong data entrance and fissile-style transmission,providing a reliable support for the interaction and communication between cyber celebrities and fans.Cyber celebrities have earned commercial benefits through diversified marketing and transmitting methods by means of Weibo,which contributes to the sustainable development of cyber celebrity economics.The essay,starting from Web fans who act as marketing and promotion channel and Web as the platform,analyzes the reason why Weibo has become the best platform for cyber celebrities to realize commercial benefits,to take Dayi Zhang,Papi Jiang as examples,by virtue of literature review method,case analysis method,and logical analysis method.Based on the theory of "integrating marketing and transmission",the author discovers that fan economy is the core of cyber celebrities' source of economic benefits.The author also analyzes how cyber celebrities integrate content distribution and commercial marketing so as to realize the transformation from data into economic benefits.In the principle of "integration of the Internet and marketing 4I",the author analyzes Papa Jiang's marketing and transmission strategy on Web and how the author successfully finds out the appropriate way for the cyber economy and realization of commercial benefits.Last but not least,the author concludes the shortcomings of the marketing and transmission approach of cyber economy on Web and provides related measures,contributing largely to the healthy development of cyber economy.With the rapid development of cyber economy,related problems and deficiency have also come up.After analyzing the current status of marketing and transmission of cyber economy on Web,the author raises the problems of cyber economy on Web,including 3 aspects: weak brand value and transmission effect;hot spots created to attract the public,and low credibility for part of information;excess planted advertisement and lack of support from professional team for realization of economic benefits.Based on the problems and bottlenecks of marketing and transmission of cyber economy on Web,the author proposes suggestions and countermeasures from three aspects: contents and vertical fields;self-discipline and normalized supervisionmechanism;and establishment of professional teams.The author expects to provide certain theoretical references for the sustainable development of cyber celebrities marketing and transmission on Weibo.