A Study Of The Wine Micro-blogging Marketing Of W Enterprise

W wine Enterprise is located in Helan Mountain in Ningxia.The sales of W have stayed ahead in the local for many years.Facing the opportunities and challenges of the Internet economy era,W registered its official Sina micro-blogging in2012to test the water micro-blogging marketing,but there are a lot of problems. In this paper, I try to use the observation, literature and comparative analysis of the existing books on micro-blogging marketing, and analyze the papers of this area, to clarify the concept of micro-blogging marketing, features, functions and benefits, relying on integrated marketing, precision marketing, viral marketing and consumer behavior theory,elaborate W enterprise micro-blogging marketing situation. Contrasting with other wine companies,I analyze the existing problems of W, which are the target location is not clear, the lack of a unified marketing platform, content in the form of lack of innovation, the lack of interaction with the fans, did not carry out monitoring and analysis, and explore more in line with actual business micro-blogging marketing strategy.I try to help W put forward an effective way to solve the problem to further enhance the W brand influence and enrich people’s wine micro-blogging marketing knowledge, while micro-blogging marketing for SMEs to carry out some guidance and inspiration.