The Research On Enterprise Microblog Marketing Strategies

With the rapid development of Internet technology,represented by the microblogging platform for the new media gradually take the place of newspapers,radio,television and other media,traditional media occupy the mainstream media market,a large number of weibo users to attract companies stepped platform,to the spread of weibo users product information and the enterprise culture,intentions to fan groups into actual sales.Based on this,this article mainly aimed at enterprise microblogging marketing strategy analysis and research,guided enterprises to improve the effect of microblog marketing,improve enterprise crisis public relations ability,has a certain application value and practical significance.This paper argues that in weibo marketing enterprises want to achieve the purpose of brand promotion and product sales,before the microblogging marketing behavior,need to clear the related concepts of "microblog marketing",thus for the microblogging marketing 4C core elements,namely:the Character(personality),Content(Content),the Connection(association),Care(Care).For this reason,this paper elaborates the above concepts.The research of this paper is based on the theory of six-degree segmentation theory,long tail theory,contact point theory,and the law of the law,and hopes to provide enterprises with the direction of micro-blog marketing.In this paper,it is found that there are some problems such as unclear positioning,quick profit,similar marketing methods,and blind pursuit of kpis and risk uncontrollable when conducting microblog marketing activities.To this end,this article through analysis of typical enterprise microblogging marketing cases,think weibo marketing 4C core elements is an organic whole,four key elements of interaction to achieve good effect of microblog marketing.Based on this,this article put forward enterprise microblogging marketing techniques,using "agents were" and"outstanding content characteristic","take effective interaction" fans "management"and other marketing,help enterprises to make suitable for their own actual situation of microblog marketing strategy or plan.In addition,this paper considers that enterprises should adapt to the development speed of the new media era and broaden the thinking of weibo marketing in order to be familiar with the core elements of weibo marketing.Weibo marketing 4C is presented in this paper,on the basis of core elements,put forward the rich microblogging marketing,weibo segment of audience proposal,expected to guide the enterprises in the implementation of the microblogging marketing activities,to find out the direction,to achieve the ideal effect of marketing.