Research On Markting Upon Enterprise Microblog

The microblog site "Twitter" had shown up from2006, which become a new trendaround the world now. Microblog fundamentally changed the media forms and the way thatmedia be used. With continued growth in subscribers and increased influence, microblog hasbecome a crucial enterprise platform including sociality, media, channels of communicationand E-commerce. When its value as a marketing platform is gradually emerging, marketingembrace this new media spontaneously.At the present stage of china, the status of marketing upon enterprise microblog isfollowing: Although a few companies' microblog marketing is well-run and directly benefitfrom it, most enterprise microblog business results are ineffective. Companies generally donot realize the position of microblog marketing in the business marketing system. And alsothey do not accurately understand the meaning, the relevant theories and methods, which leadto the lack of a reasonable and efficient marketing strategy.This paper aims to make a deep study of microblog and microblog marketing which canbe divided into three parts.Firstly, this paper, by summarizing the theory and comparingdifferent microblog platforms, describes the status of media marketing on microblog to get thedefinition and characteristics of enterprise microblog marketing. Furthermore, typicalmarketing cases at home and abroad are studied to analysis how microblog can be used formarketing. At last, in order to provide enterprises with a better chance to use microblogmarketing, the paper makes some recommendations for the existing problems.