Microblogging Communication Capability Research In Enterprise Marketing

Micro-blog has a plenty of communication advantages of real-time,simple,interactive,civilians and anthropomorphic.Micro-blog demonstrated tremendouscustomer gathering capabilities and marketing potential,which caused widespreadconcern of the business community and academia.The topic of this paper"Microblogging Communication Capability Research in Enterprise Marketing"aimedsummarizes the qualitative effect of microblogging spread of capability mechanism toresearch can provide the necessary reference for the enterprise microbloggingmarketing practice and supplement.This is also the reasons for choosing the topic.The paper is divided into five parts to study microblogging communicationcapability in enterprise marketing based on the perspective of marketing andcommunication.The first part is the review study.This section sums up theconclusions of the existing research results of academia,research point of view,and tobe a comprehensive study.The second part is microblogging in the enterprisemarketing system on graphical analysis of the system,and microblogging spread ofpower and corporate marketing competitive relationship elaborate descriptionsummarized microblogging unique marketing value.The third part analyzes thecharacteristics of microblogging communication studies,the nature and mode of itsspread (Fission mode of transmission,Aggregation mode of transmission and as a linkto the "node", core microblogging characteristics analysis extracted-the edge of themode of transmission).The fourth part is the main theoretical refining and empiricalvalidation of microblogging communication effect,which uses SEM model and SPSSsoftware to come and verify the credibility of the enterprise microblogging,contentquality,activity,interaction,and fans quality five the latent variable the enterprisemicroblogging propagation force positive correlation.The fifth part is the empiricalresearch that based on the discussion and analysis of survey data and structuralequation modeling,and puts forward the strategy for enterprise microbloggingmarketing advice.Depth interview article main application of research methods,qualitative and quantitative research inquiry approach combining method and system theory,researchtool is the structural equation.The study found that:microblogging spread nature of itsnode to share real-time information network,the spread of corporate marketingconstitutes a major credibility, quality content, activity,interaction,and fans quality infive parts.The research topics will help rich microblogging perspective,deepening thespread of power of microblogging,innovation and enterprise marketing theory,thedevelopment of enterprise marketing mode,and give full play to its role in guiding theenterprise microblogging marketing practice theory,to improve the effect of corporatemarketing.