Research On Operation Status And Communication Strategy Of Enterprise Micro-blog

Since sina introduce "sina weibo in beta" in August28of2009, domestic big portals such as Netease> Soho-. Tencent also establish service of weibo, making domestic market of weibo gradually thrive. Micro-blog quickly attracted a large number of registered users with its unique advantages.The rapid development of the micro-blog brought a far-reaching impact to the society, which attract the interest of enterprises. At present, more than160000of the enterprises which distribute various industries have set up weibo in sina, which has become a unique scene.Enterprise micro-blog is a new type of information communication carrier after weibo appearing, it belongs to a kind of commercial social networking tools. Through the enterprise micro-blog, the enterprise can use words, pictures, video and other forms to realize enterprise information release. Through the enterprise micro-blog, enterprises can realize the purposes such as marketing of products or services, promoting the enterprise image, public opinion surveillance, enterprise recruitment and so on. There is no doubt that weibo has become the useful tool of enterprise. How is present situation and development of enterprise micro-blog? Does enterprise micro-blog really reach the anticipated result? How to improve dissemination effect of the enterprise micro-blog......These questions are worth to explore.The article discuss communication effect of micro-blog with the combination of qualitative and quantitative, based on the use and gratification theory, which belong to communication. I structure model of "use and gratification" between users and enterprise micro-blog based on theoretical research and empirical research. Through the interpretation to model, I found that there are many problems at the process of operating enterprise micro-blog. For example, the orientation is not clear; lack Interaction with fans; lack analysis to data; lack cooperation with the traditional media; the quality of delivering content is not very good. So, I think taking targeted measures to improve the communication effect of enterprise micro-blog is needful, including accurate positioning of the enterprise micro-blog; strengthen interaction with fans; paying attention to analytics of weibo; enhancing cooperation with the traditional media; improving the quality of the content and so on.