Research On Micro-blog Marketing Models Of Online Travel Service Providers

In recent years, as China’s internet users’ more and more recognition and use,weibo has become an important medium of public to get and s hare information andcommunicate with each other. And the huge amounts of data generated by weibo hascaused enterprises’ high attention.With its abundant information, the highly effectivetransmission mode and the low operating costs, weibo has become a new marketingposition deserved enterprises’ efforts.This paper takes online travel service enterprises for example to study theirmicro-blog marketing behaviors with the usage theories and fulfillment combineanalytical method and generalizes the practical marketing model.Fitstly, the general process of enterprise micro-blog marketing was build on thebase of marketing theory, including4Cs marketing theory, viral marketing,relationship marketing and wet marketing, the AISAS model in the field ofconsumer behavior and the5W transmission mode and the usage and satisfiedtheory in the field of communication theory, with the full consideration of weibo’scharacteristics like a llzeitlichkeit, position-relevant and interactive. The processputs enterprise’s behavior of micro-blog marketing as the reaction to consumerbehavior. It describes micro-blog marketing as the interaction between consumersand corporates, beginning with the needs of consumers and take customer’ssatisfaction of marketing messages and sharing them as a perfect ending. In thisprocess, how to meeting customers’ needs and promoting the marketing effect usingrelevant weibo users are two critical keys. Secondly, considering of fragmentationand high noise of weibo, a theme clustering model based on the LDA algorithm wasestablished to divide weibo texts into different topics, including interaction withprizes, special offers, travel recommendations, travel guides, interaction and sharing,chicken soup and life maxim, product promotion, news broadcast, the feedback ofinteraction and loving charity. Finally, guided by the results of theoretical research,this paper analysed the current situation of Ctrip and eLong from three perspectives,weibo content, release time and marketing team. In addition, reforward times, themain indicator of information diffusion effect, was chosen to measure the effect ofmicro-blog marketing. Then, marketing strategies on weibo content, release timeand marketing team were put forward.