The Research On Enterprises’ Micro-blogs Of Brand Marketing

After5years’ development since2008, the micro-blog growth in China has stabilized andmatured. Based on recent surveys,327million netizens are micro-bloggers. A large number of userscan result in an enormous attention resource and this comes with a huge business potentials. Thecharacteristics of cost-effectiveness, convenience and great influence are what enterprises shouldattach much importance to and better their communication systems with.However, enterprises’ micro-blogs in China are yet to mature. They are in need of a bettercomprehension of the current situation of enterprises’ micro-blogs and their characteristics beforethey adopt this trendy equipment for marketing purpose.This paper describes and analyzes issues mainly including the current situation of enterprises’micro-blogs in China, enterprises’ micro-blogs marketing strategy and a remarkable case onenterprises’ micro-blog. The first chapter points out the research back ground, significance and theresearch methods as well as the summary report of the domestic/foreign research status and mainachievements. The second chapter focuses on the definition of enterprises’ micro-blog,classification, development and communication process. The third chapter introduces the concepts,value of micro-blg marketing and other related theories. The fourth chapter is of great essence forthis paper and it consists of a profound discussion of the emerging problems during thedevelopment of enterprises’ micro-blog and a series of probing solutions under a comprehensiveanalysis of the official micro-blog for Bilang which is a famous FMGG brand in China.In this paper, the author adopted several research methods, such as literature review, casestudy and interview. The final solutions to bettering enterprises’ micro-blog operation are asfollows:1.Enterprises should attach importance to the micro-blogging training.Management system should be set up.2.Microblog contents and marketing should be creative.3.Information pertinence should be enhanced.4.Feedback reactions should be quickened and the interactions enhanced.5.The quality of the information should be guaranteed.6.Evaluation system should be introduced.