Based On The Microblogging Network Marketing Innovation Strategy Research

Micro-blog is a customer relationship platform to share, spread, and acquire information. Customers can set up individual communities through WEB, WAP and client, update information with140words or less, and achieve instant share. In contrast, Micro～blog marketing belongs to a type of social media marketing. It is used as a way to help with enterprise sales management, public relations, and customer service maintenance and development through Micro-blog platform.The author believes that the unique features such as instant share, equal communication, and explosive spread make micro-blog marketing more outstanding than the traditional network marketing and the social network marketing represented by Facebook. Due to the domestic shortage of micro-blog marketing in both theory and practice, we should have an integral analysis of the relevant research, seek the internal law of the basic theory of marketing, and construct the strategicideas of innovation based on these efforts. It has a very important theoretical and practical importance with the ascending trend of micro-blog marketing.This article has defined the position of traditional marketing and internet marketing based on the marketing theory of Gronroos: They belong to the category of trade marketing and relation marketing respectively. And then it expounds the advantages and growing trend of network marketing compared with traditional marketing. Next, the article has divided network marketing into traditional marketing of Web1.0era and social media network marketing. After clarifying that micro-blog marketing is based on the Web2.0network marketing, the article gives a detailed analysis of the characteristics, advantages, development status, and existing problems of micro-blog combined with both theory and practice. A large amount of actual cases are used to present a in-depth discussion of the innovation strategies of the micro-blog marketing of our national enterprises from the various aspects of content planning, audience interaction, application development, emotional marketing, and team building. Last, as a PR employee of Shanghai Unicom company, the author gives an objective analysis and evaluation of the effectiveness achieved by the company’s micro-blog strategy using the information collected by himself combined with the actual cases of Shanghai Unicom micro-blog. This analysis and evaluation has provided certain solut ions and references for the confusions and difficulties encountered by enterprises during the micro-blog marketing.