Research On The Weibo Matrix Of The Marketing Communication Of Enterprises

Marketing is a resource allocation process,a communication with special intentions.The development and updating of media technology and marketing communication theories have led to the emergence of new marketing communication media combinations and continuous upgrading,resulting in a variety of media to disseminate marketing messages.The concept of weibo matrix can be interpreted as the addition of the concepts of "weibo" and "matrix",i.e."the organic combination of multiple weibo accounts".The combination of multiple weibo accounts is not only the addition of the number of individuals,but also a qualitative change.This change has attracted many researchers to study the potential energy released by the weibo matrix as a marketing communication tool.This paper takes Xiaomi as an example,In this paper,we review the literature on IMC,corporate marketing,cell phone marketing,Xiaomi marketing and weibo matrix dimensions,and explain the inherent logic of the proposition.The theoretical connotation of media upgrading defines the micro-blog matrix and leads to the following research directions: the function and mode of micro-blog matrix marketing communication,the causes of micro-blog matrix personalized marketing communication and Xiaomi’s micro-blog matrix advertising ecological performance.At the same time,we set up an empirical questionnaire by hypothesizing the current situation of cell phone brands’ propensity to use and willingness to engage with the weibo matrix,based on two phenomena that distinguish Xiaomi’s weibo matrix from other companies-the "net red" executives and the corporate fan base.The questionnaire was based on a five-level scale matrix,and the valid samples were distributed and screened to analyze the users’ willingness to use the corporate weibo matrix by using the three hypothesized dimensions of brand image,weibo matrix content and weibo matrix interaction channels.Using integrated marketing communication theory as a theoretical basis to investigate willingness of consumers to engage with the cell phone brand in the weibo matrix marketing and information dissemination,and then draws up an optimization path for other companies to follow.Through the results of data analysis,this paper draws the following conclusions:users’ brand image satisfaction,weibo matrix content and weibo matrix interaction channels have a significant positive impact on users’ willingness to use the weibo matrix of this cell phone brand for contact.Finally,using the questionnaire hypothesis and the results of data analysis as the logical cut-off point,we found that there are problems of fragmented communication and information cocoon,over-redundant information,polarization of fan communities and conflicting discourses in weibo matrix marketing communication.At the same time,according to the "four-level strategy" of marketing communication: communication mix,marketing mix,information mix and media mix,we suggest the optimization path for enterprise weibo matrix marketing and information communication,including establishing representative weibo accounts,establishing multiple weibo matrix marketing channels,publishing multiple forms of weibo matrix content and creating an enterprise-wide media matrix.media matrix.In modern business ecology where marketing information dissemination means are homogenized,how to break through solidification of their own image and find growth point of marketing and communication channels is a concrete path for enterprises to seek more attention in saturated market.We intends to test the real operation by applying the relevant theoretical model to refine the problem and summarize the experience,so to feed the practice.The theories of communication and marketing used in this paper are based on: integrated marketing communication,symbol and meaning,computer-mediated communication,audience perspective,fan economy,marketing through momentum and communication effect.This paper provides practical suggestions for specific business.This paper enriches to a certain extent practical application of weibo matrix as marketing tool in marketing field.