Based On The Enterprise Network Marketing Research Of Weibo

Since the first Microblog—Twitter was born in the year of2006, the microbloghas developed rapidly at home and abroad. The microblog has become an importanttool for people to get information and contact feelings. Many companies have realizedthe value as a marketing platform and began to try to microblog marketing. Atabroad,many enterprises have gradually developed as a marketing platform.At home,although some enterprises began to try to use the microblog to do marketingbusinesses, most businesses have little effect. The reason is that companies do nothave the relevant theories and methods and be lack of a reasonable and efficientmarketing strategy.This paper has make a deep study of microblog and microblog marketing,summarize the theory and method, analyze the value of enterprise microblogmarketing and discuss microblog marketing system and process．The first part of thepaper introduces the definition and propagation characteristics of microblog andmicroblog marketing,domestic and international research on microblog marketing andthe support of analysis.The second part of the paper make a deep study of the value ofmicroblog marketing from the propagation characteristics and audience features ofmicroblog.The key lies in the microblog marketing is that microblog marketing canbring to the enterprise interests or not. The third part is the key part of this paper.based on the analysis of the first and second parts, the author tries to build a systemand process of enterprise microblog marketing strategy including five steps about goalset,platform of microblog marketing choice,the operations of business officialmicroblog,marketing strategy combinations and effect monitoring and evaluation. Atlast, the author summarizes conclusions of this study, points out the outlook andshortages of the study.