The Study Of Company's Strategy In Microblog Marketing

Microblog is a new internet application with social networking features and media properties. In other countries, microblog site "Twitter" has become an important marketing channel for many companies. Domestically, the microblog has been greatly developed in 2010. With continued growth in subscribers and increased influence, microblog has become a crucial social media. When the microblog promotes the interpersonal communication and dissemination of information, its value as a marketing platform is gradually emerging.On the one hand, some companies have realized the importance of microblog, and began to try to microblog marketing; On the other hand, although a few companies' microblog marketing has made some achievements, most businesses have little effect. Companies generally do not realize the position of microblog marketing in the business marketing system, can not accurately understand the meaning, the relevant theories and methods, finally lead to the lack of a reasonable and efficient marketing strategy.This paper aims to make a deep study of microblog and microblog marketing, summarize the theory and method, analyze the status of enterprise microblog marketing, and for the existing problems, propose appropriate countermeasures, and establish microblog marketing system. To start with, the author describes the development of microblog, the main types of microblog, and analyzes its propagation characteristics. Secondly, this article summarizes the definition and characteristics of enterprise microblog marketing, expounds the theories of relationship marketing, combined with specific success stories, and summarizes six basic marketing methods. Thirdly, based on the analysis of corporate status and problems in the process of enterprise microblog marketing, the author proposes to build a unified system of enterprise microblog marketing strategy containing five areas about target set, platform choice, the operations of business official microblog, marketing strategy combinations and effect evaluation. Fourthly, taking quwan.com as example, the paper makes a comprehensively empirical research, points out that Quwan.com's success in microblog marketing and gives recommendations for improvement. Finally, the author summarizes conclusions of this study, points out that the marketing strategy should be systematic, shows the shortcomings in the study, and stresses that enterprise microblog marketing will be one essential part of the overall marketing strategy in the future.