Research On Li Ning's Weibo Marketing Strategy

At present,the new media technology evolves fast,social media marketing is the most popular and useful marketing tool.Micro-blog,as a rapidly developing social media,has become a new marketing channel for companies with its unique advantages.The characters and forms of micro-blog communication have a great value on corporate brand marketing.In recent years,in order to enhance brand influence,many companies have continue to innovate marketing tools and extend spreading range of marketing campaign.Sporting goods enterprises of China are no exception,taking LI-NING as representative,sporting goods enterprises found great marketing value of micro-blog,and create their own blog for brand-marketing or influencing customer behavior.With LI-NING official micro-blog as object of research,this paper analyze the micro-blog marketing problems of sporting goods enterprises in China,and discuss the micro-blog marketing strategy which is fit to sporting goods enterprises of China.Firstly,based on literature and Internet sources,this paper analyze the basic situation of LI-NING official micro-blog in five aspects: image orientation,content publishing,release time and frequency,opinion leader,micro-blog matrix.Secondly,summarize the micro-blog marketing strategies of LI-NING.Thirdly,using content analysis method and mathematical statistics method to discuss how different types of micro-blog content have affect on consumers' participation in the interaction,and then analyze the differentiation of influence among different release forms.Finally,this article concludes the existing issues and puts forward some development strategies.The conclusions of this paper are as follows:(1)the micro-blog marketing strategy of LI-NING company includes content strategy,interactive marketing strategy and emotional marketing strategy.(2)The content type of LI-NING official micro-blog can be divided into six categories,namely general knowledge,specialized knowledge,emotional communication,interacting with the product,interacting with corporate image,co-creation activity.The influence of different types of micro-blog content exist differences.The most influential content type is “interacting with corporate image”,this content type is the easiest to obtain higher reposts,comments and likes.The “co-creation activity” type of micro-blog shows better influence on the number of comments.“General knowledge” type and “specialized knowledge” type can not favorably motivate consumer to involve in an interaction.(3)Different release forms will affect the consumer response,the “topic” release form can bring about the most reposts,comments and likes.(4)The problems of micro-blog marketing: unreasonable time and frequency,the problem of content type,interaction problems,the problem of content construction.Hence,this paper puts forward some countermeasures for sporting goods enterprises: planning micro-blog content,improve the ability of event marketing,strengthening micro-blog interaction,enhance management of fan information,improve emotion marketing.