Research Of Advertising Strategy Based On The Precision Marketing In The Sina WEIBO

With the rapid development of Sina Weibo, the increasing of users from the dramatic to the current slow growth, Weibo users constitute becomes richer and more complex. In this paper, based on the background of Sina Weibo’s commercialization, it is important to explore the Weibo advertising strategy based on the precision marketing.This paper reviews the weibo’s commercialization process in the various exploration. We focused on Sina Weibo social media properties, analyzed the active users, user behaviors, relationships, content and etc, then we found that Weibo’s profit model is advertising. And to improve the direction and trend of its advertising strategy, it must be built on the precision advertising on Sina Weibo. Then, we do some in-depth research and discussion on the precision advertising strategies. Finally, through the analysis of precision advertising characteristics and forms, we belive that the precision advertisement based on the relationships and the contents,which rely on the big data technology and date mining technology, is the future of Sina Weibo advertising strategy.