Research On China Unicom Guangxi Branch’ Microblogging Marketing Strategy

With the acceleration of the pace of social information footsteps, the whole world has entered the Network economy-developing age which is full of digitization. virtualization and network. This era is the Internet as the core, the new social media as a platform for network marketing model explosive speed development of the times.In this day and age, the Internet is the core of the new social media platform,and the network marketing is in the explosive development.Micro-blog is emerging social media that was born in this environment. With its peculiar characteristics such as real-time, interactivity, sociality, portable,it brings new challenges to the society.Traditional enterprises and new ones,without any exception, are facing an influential and potential kind of social media channels.Step into the Microblog marketing as soon as possible,as to occupy the market high ground, or ignored it,leaving the oppotunity to others,it is just a matter of big things which lots of company’s leaders are considering about.As introduced in this article,The author took practice in the enterprise management,and try to use the marketing theory analysis method, combining with the characteristics of microblog marketing itself, to analyse the characteristics and successful experience of microblog marketing.Take the China Unicom Guangxi branch, a typical telecommunication enterprises as an example.According to the two-year’s operation instance,we analyse the operating strategy and effect,summ up its success and efficiencies. The author designed a more reasonable way of operating,in order to further improve, promote and ensure the implementation of the Guangxi Unicom’s strategy,so that the company’s strategic goals are achieved.In this article, through the integrated use of the STP marketing theory and5Rs marketing theory,the author carefully analysed Guangxi Unicorn’s official microblog marketing strategies,and finnally got the reason why offical microblog holding up a state of poor quality of fans,and why the Marketing strategy effect is not obvious,thus give specific recommendations.This paper concludes:Guangxi Unicorn’s official microblog marketing operations have two deep strategy problems:1.content planning;2.Interacting strategy with the Microblog user,they need to be further improvement and optimization, so as to adapt to the market rule of microblog marketing.