The Research On Microblog Event Marketing Of E-commerce Companies

Microblog Media represented by Sina Weibo have become more andmore popular since2010in China，as well as their influence have beensignificantly improved. E-Commerce companies with good sense ofmarketing have realized that Mircoblog is an effective marketingtool,especially for event marketing. The event of “815Price War” and “0Purchase” happened in2012found people an entirely new world, no matteron the marketing methods or contents. The good results make people expect abetter future with Event Marketing on Microblog.However, event marketing on Mircoblog, as a new communicationmethod, is a double-edged sword. It may cause negative effects while itattracts attentions. This article analyzes Microblog’s operation process andcommunication features based on theories of communication, advertising andsociology,and then summarizes the strategies and matters needing attention of event marketing on Mircoblog.In the article, I firstly organize the definitions and researching findings onMicroblog, Marketing on Microblog and Event Marketing on Microblog.Secondly I analyze and summarize Microblog’s attributes as a media. Afterthat, I focus on the values and success factors of event marketing onMicroblog for the E-commerce enterprises. In the end, I make conclusionsand suggestions based on the event of “815Price War”.