Study Of Marketing Strategy For China Mobile Micro-blog Service

Social networking sites such as Facebook and Twitter made a rapid development In recent years. It’s showing the trend of explosive growth. Now, the socialization has penetrated into every area of the Internet. The micro-blog is one of the typical social network services. China’s microblogging market entered a period of rapid growth since2009. The traditional large-scale portals Sina, Tencent, Sohu, Netease, have launched their own micro-blog service, and quickly occupied the dominant position in the market. Base the broad prospects of the microblogging market, China Mobile the largest full-service telecom operators in china, officially launched its own microblogging service brand "mobile weibo" in2011.This paper analyzed the domestic developing environment and resources of’mobile weibo" through the PEST analysis method, Michael Porter’s five forces competitive model and the SWOT analysis. Through the market segmentation, the author determined the target markets and market positioning of "mobile weibo". Finally, the author put forward some marketing strategy recommendations use the4R marketing theory and combined with the advantages of "mobile weibo". Hope these suggestions has some reference value on the development of China Mobile microblogging service.