The Research Of Enterprise Micro Blogging’s Marketing Effectiveness And Management Structure

2010as China’s "first year of micro blogging, Sina, Sohu, Tencent, Net ease four websites have been started, the number of users is far more than the various SNS sites. The Internet has brought a transformation of the communication environment, the face of the growing spurt large user groups, Enterprises see the hidden huge marketing value, micro blogging is no longer a simple sense of social media and information-sharing platform, enterprise micro blogging as a digital space to help businesses keep abreast of living in the dissemination of information and environmental changes of the senses, to help companies identify potential crises, and access to the resources of useful business information and opportunities. Enterprise micro blogging marketing has become a hot topic in industry and academia area, enterprises are becoming the main marketing communications, and full participation in the whole process of information dissemination management. What are the factors that affect the enterprise micro blogging marketing? The status quo of enterprise micro blogging marketing, What is the future development strategy? In order to to better operational micro blogging optimize marketing effectiveness, of the management structure of the enterprise micro blogging marketing how to set up? Based on these problems, this paper has carried out the following work:first to define the concept of micro blogging, micro blogging marketing enterprise micro blogging marketing in the existing research on the basis of a comprehensive analysis of the literature, analysis of domestic and international micro blogging the reason present and future, to explore the cause is not yet mature enterprise micro blogging marketing representative micro blogging marketing success stories and analyzed, enterprise micro blogging marketing impact of audience consumption patterns of behavior data processing, from the perspective of specific micro impact enterprise micro blogging marketing effectiveness factors. Finally, on the basis of the combination of existing research results and marketing of enterprise micro blogging instance examine how to build a specialized communication management department of the enterprise micro blogging marketing and communications management process, communication has become the core steps of the long-term development, the dissemination of information is not only associated with the development of enterprises at all levels, information dissemination management is no longer a marketing level, and rose to become corporate strategy and management level. Improve the dissemination of the organizational structure of the administration, scientific management, and dissemination of content, communication strategy, communication resources and communication channels for creative communication.