Study On Application Of Micro-blog Interactive Marketing Enterprises

With the advance of internet technology and the rapid development of Web3.0,more andmore enterprise develop a good interaction with consumer by creative marketing, whichcombines enterprise and consumer closely. In this case, the interactive marketing replaces thetraditional internet marketing gradually.The micro blog has the unique features of anytime and anywhere, fast spread, goodinteractivity and wide users, which makes the enterprises favor the interactive marketinggreatly. And more and more enterprises concentrate on how to use micro blog interactivemarketing for target consumers more rapidly and accurately. In this way, the enterprise savesthe cost of marketing and enhances the brand awareness. The enterprise micro blog is a blog’semergence based commercial web tool and a client’s relationship based information sharing,spreading and obtaining platform where enterprises establish personal community by Web,Wap and other client-sides to achieve a instant commercial share with about140words’ textupdates and organization information.The enterprise micro blog can spread the enterprise’s brand, release the products’ latestinformation, conduct more direct communication with consumers, develop new customers,enhance the loyalty of old customers, promote sales and so on. Nowadays, the enterprisevalue and recognize more about social media’s client service and interactive function. Manyenterprises adjust and modify the products, service, marketing approach and product or brandoptimization according to the fans’opinion or feedback in the social media. However, theenterprise microblog’s interactive marketing also has many problems in the practical use, forexample, the network crisis’s public relations, difficulty in assessing marketing effect and ashock from other social media and so on.This article does a comprehensive research on the value of enterprise microblog’sinteractive marketing by the analysis method of SWOT. It analyzes the advantage anddisadvantage facing in the outside environment. And it also comprehensively analyzes theindependent factors and develops a specific enterprise microblog’s interactive manners, whichhas a vital and practical significance in helping enterprise understands microblog marketingeffectively, do microblog marketing well and enhance enterprise’s competitiveness. The article is divides into four chapters. The first chapter has a basic introduction to thebackground, the literature review, the research idea and research meaning. The second chaptermainly talks about the connotation of microblog and enterprise’s microblog, and the value ofenterprise microblog’s interactive marketing. The third chapter has details about theadvantage and disadvantage of enterprise microblog’s interactive marketing, and the chanceand threat up against it according to the systematic analysis of inside and outside environmentof enterprise microblog’s interactive marketing by using the approach of SWOT. The forthchapter puts forward the relevant solutions for the problems about enterprise microblog’sinteractive marketing analyzed in last chapter. At last, it clarifies the research conclusion.