Research On Enterprise Weibo Marketing Model Based On SIPS Model

The birth and development of Weibo has expanded the channels for people to see the world,express themselves,communicate with others and shop online.Weibo users are showing a trend of rejuvenation and diversification,and they have gradually developed social and fragmented usage habits.At the same time,the information dissemination among Weibo users has the characteristics of bidirectionality and diffusion.More and more companies have chosen Weibo as the main position of online marketing layout,trying to use Weibo marketing to influence potential consumers in a diverse social circle.This article takes the enterprise Weibo marketing model as the research object,and analyzes the types and problems of the existing enterprise Weibo marketing models by means of literature research,network ethnography,case analysis and other research methods.Based on the SIPS model of consumer behaviors in the age of social media,this paper constructs an innovative enterprise Weibo marketing SIPS model,and further proposes the execution strategy of the model.The existing models of enterprise Weibo marketing can be divided into Weibo hard advertisements marketing model,Weibo e-commerce marketing model,Weibo product placement marketing model and Weibo activity marketing model.The logic behind these models is about the AIDA model,AIDMA model,and AISAS model.Attracting user attention is the primary goal,but it has become very difficult in the context of the social media era.This article takes the SIPS model as a breakthrough point and finds that the existing models of enterprise Weibo marketing have the problems of lack of content resonance,insufficient value authentication,poor user experience and weak public praise effect.The construction of the enterprise Weibo marketing SIPS model revolves around three aspects: constituent elements,key features,and circulation process.The constituent elements of the model are content marketing gameplay,experience promotion services and word-of-mouth diffusion management;the key features of the model include consumer-centricity,topicalization and integration;the circulation process of this model is reflected in the resource activation,content stickiness and traffic realization of enterprise Weibo marketing.The practical strategy of the enterprise Weibo marketing SIPS model is conducive to the implementation of the new mode of practical application,and guides the marketing audience to sympathize-identify-participate-share&spread.The sympathy strategy is to strengthen the psychological resonance of the users with the anthropomorphic,emotional and stratified contents.The identification strategy is to enhance the user's value identification with the personalized,professional and authoritative contents.The participation strategy is to transform user consumption by pleasant experience,impulsive promotion and satisfying service.The sharing and spread strategy is to guide users to spread the positive word of mouth of the enterprise through community loyalty,reward sharing and real-time monitoring.