A Study Of The Self-presentation Of Enterprise Micro-blog And The Participation Of Fans

Under the background of the huge use of enterprise micro-blog, on one hand, we have seen the explosive growth of entrepreneur micro-blog and the various income along with it. On the other hand, we have seen the various dissatisfactions and bi-polar differences. However, in the marketing of micro-blogging, the participation of the followers is the key point, which the entrepreneur can use along with the connection function of the blog to give personality to the entrepreneur micro-blog and construct relationship with the target audience. And the followers can use the responding and commenting function of the micro-blog to respond to the entrepreneurs’ self-presentation. Therefore, under this background, in the course of establishing study on the interactive relationship between the enterprise, enterprise micro-blog self-presentation and fan participation has become the research topic of this paper lies.The study uses self-presentation as a starding point, put the specific behavior of cover set, the page layout and the single micro-blog issued as the self-presentation behavior of the enterprise, put the number of price, comments and forwarding as the result of the participation of fans, uses the research method of case study and content analysis, taking the official micro-blog of xiaomi mobile for example, explores the condition and characteristics of linguistic,non-linguistic and environment-orientaion self-presentation, discuss the relation between the three sections of self-presentation and the participation of fans. Based on the results of the above, the study intends to offer suggestions and solutions of the self-impression of the entreprises’ blogging.The study results indicate that, from the view of linguistic presentation of entreprise’s micro-blog, the types of the text, the number and the kinds of the sentences and the usage of the motivative elements has significant effect on the participation of fans. Meanwhile, from the view of the non-linguistic presentation of the enterprise’s micro-blog, the product’s visual focus, the steady transformation of technology and the people-oriented customer service may have significant influence on the participation of fans. Therefore, the study offers suggestions on the following aspects in order to improve the self-presentation strategy of enterprise’s micro-blog:Establish the Lizi Project. Holding the principle of the proper avoidance and the usage of forwarding micro-blogs, adjust the complete sentences number, be caustion of the usage of the exclamation mark in the text and take advantage of the motivative elements of the micro-blog text; Enact the Chenzi Project. Use the images and add videos scientifically and properly; Inforce the Mianzi Project; Reinforce the product-focus visual presentation, pay attention to the technology-based aesthetic expression and focus on the service-orientated sector installation.Based on this research, in the future, the relevant research, in depth, can further the discuss on the other behavior subject, the followers self-presentation and the inter-compact between the self-presentation of the both sides. In width, there can be further discuss on different industries and levels of entrepreneur micro-blogging, the environmental orientation self-presentation and exploring into the different elements’ impact on the brand image. In this way, there will be more scientific and constructive suggestion in this area.